The Super Bowl is a huge event that has broken its own viewership record five of the last six years. In 2015, it had an average viewership of <\/span>114 million people<\/span><\/a>, or over one-third of the U.S. population. While most people tune in for the game or the half-time show, the rest of us tune in for the commercials. <\/span><\/p>\n With an average price tag of $4.5 million per 30-second ad, why are companies spending their entire advertising budget on a single commercial? Brand exposure. <\/span><\/p>\n The Super Bowl has a huge audience, and it gives smaller companies the same level of exposure as the Coca-Colas \u00a0and Apples of the world. But he fact of the matter is that all of the money in the world can\u2019t buy consumer love.<\/p>\n That takes a strong brand. <\/span><\/p>\n Without customers, a brand has no value. To understand your customers enough to create a foundation of a brand, you need to get inside their head. <\/span><\/p>\n That\u2019s why it\u2019s important to understand the underlying <\/span>psychology <\/b>behind a consumer\u2019s choices. <\/span><\/p>\n Purchases are usually based off of one or more of the following factors:<\/span><\/p>\n This means that a decision to purchase your product or service is dependent on many variables.<\/span><\/p>\n A brand is much more than just how you speak to a customer, it\u2019s just as much about how you present your business. <\/span><\/p>\n Something as simple as <\/span>color <\/b>can make all of the difference. In fact, color increases brand recognition by up to <\/span>80 percent<\/span><\/a>. This isn\u2019t to say that you should choose the brightest, most noticeable color there is, because brand appropriateness plays a huge role in what a customer chooses to buy. <\/span><\/p>\n A company\u2019s <\/span>font selection<\/b> requires just as much thought as its color. No one over the age of eight wants to go into a shop that uses Comic Sans on their storefront, and no one will take a website that uses Curlz as its default font. The smallest details matter.<\/span><\/p>\n In 2016, this has never been more true. The gap between company and consumer is more narrow than ever, mostly due to social media. When a customer tweets at a restaurant, they expect a response. These days, a customer wants to get to know the brand as much as your company wants to understand its customer. <\/span><\/p>\n They want to know your beliefs, your values, and how you handle complaints. They want to feel comfortable enough with your brand to consider it a friend. You\u2019re on <\/span>their <\/span><\/i>social media, so they need to like you. That\u2019s how <\/span>brand loyalty<\/b> is born.<\/span><\/p>\nAn Explanation of Brand Psychology<\/span><\/h2>\n
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Aesthetics and Personality in Brand Psychology<\/span><\/h2>\n