Standing Out and Creating Desire.
Approximately 2,500 videos are uploaded to YouTube every minute. 694,000 hours of video are streamed every minute. Netflix streams 452,000 hours every minute. It’s bizarre maths, obviously a simplified average. There are 34 million videos posted to TikTok every day. They’re huge numbers, and getting larger. If you’re interested there are some more juicy stats here and here
Our world is saturated with content (both commercial and non-commercial stuff), we are bombarded with countless messages, making it increasingly difficult for brands to capture and sustain attention. According to a report by Microsoft in 2015, the average human attention span has dropped to just eight seconds, and that was before TikTok was on the scene. In this hyper-competitive environment, in which people are over stimulated, it’s one thing to stand out by being distinctive (recognisable), but it’s another to be truly attractive and create desire. This piece explores how brands can attract the right kind of attention by leveraging behavioural insights, characteristics, and scientific principles.
The Battle for Attention
In a cluttered market, being noticed is the first hurdle. This is where the brand ‘blink’ is critical - will customers instantly recognise your brand in a blink of an eye before they comprehend the message in your advertising? So the brand can make an impression -Google - McDonalds road signs.
The challenge here lies in not just being noticed but holding that attention long enough to ‘airdrop’ a message into someone's mind - which is different to actually being remembered (8 seconds). Research shows that consumers use selective attention to filter out irrelevant stimuli, focusing only on what resonates with their current needs or interests . Therefore, while standing out is essential, attractiveness is the key to driving consumer action. The ability to appeal on a deeper, emotional level can make all the difference for a brand’s commercial success. Especially over the long term. This is where creative impact and effectiveness come into play (currently very well documented). The new skew on this is the real cost of dull (uninteresting) campaigns. It’s worth looking into here.
The Science Behind Attractiveness:
Attractiveness is not merely a subjective quality; it’s rooted in science. The human brain is wired to notice and be drawn to specific features such as symmetry, vibrant colours, and familiar patterns. Studies have shown that people are more likely to trust and prefer products and brands that are visually appealing, as these attributes often trigger positive emotional responses . This phenomenon is linked to the “Halo Effect,” where a single positive characteristic, like attractive design, can influence the overall perception of a brand.
Neuromarketing provides valuable insights into how consumers’ brains respond to different stimuli. OOH companies are regularly performing these tests. Brands that utilise neuromarketing techniques can create experiences that resonate on a subconscious level, tapping into deep-seated desires and emotions. For example, certain colours have been shown to evoke specific emotions—red for urgency and excitement, blue for trust and calmness.
Characteristics of Attractive Brands:
What makes a brand truly attractive? Authenticity is a critical factor. In a world filled with exaggerated claims, fake news and now AI is enabling people to create virtually anything they want, consumers are more sceptical of the content they consume and gravitate towards brands that are genuine and transparent. Will communications regulations and guidelines, like the Alcohol Beverages Advertising Code (ABAC) be a good thing? Being reliable and trustworthy is crucial.
A study by the Boston Consulting Group found that 72% of consumers are willing to pay more for products from brands that are transparent about where, how, and by whom products are made.
Emotional resonance is another essential characteristic. Brands that evoke strong emotions—whether through storytelling, imagery, or customer experiences—are more likely to be remembered and desired. Research from the Harvard Business Review indicates that emotionally connected customers are more than twice as valuable as highly satisfied customers. Consistency and coherence across all brand touchpoints further reinforce attractiveness. Consistent messaging builds trust, which is a foundational element of brand attractiveness.
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Behavioural Insights for Creating Desire
Beyond being attractive, brands must create a sense of desire. The scarcity principle, a psychological trigger where limited availability increases perceived value, can be highly effective. Behavioural economist Professor Dan Ariely, a founding member of The Center for Advanced Hindsight (good name) has shown that scarcity can make products appear more desirable, as people associate rarity with worth .
Social proof is another powerful tool. Consumers are more likely to be attracted to something that others endorse or find appealing. A Nielsen study found that 92% of consumers trust recommendations from friends and family above all other forms of advertising. Reciprocity also plays a significant role in building desire. When brands offer value upfront—whether through free content, samples, or exceptional customer service—consumers feel a sense of obligation to reciprocate, often by making a purchase.
Practical Steps for Brands
To attract and retain attention in a cluttered market, brands should start by tailoring their messages to align with their target audience’s values and desires (which is rarely part of a brand strategy or creative brief). Visual and sensory appeal should not be overlooked; investing in high-quality design and sensory elements can significantly enhance a brand’s attractiveness. This is where research has a valuable role to play. Understanding what makes people tick (finding an insight), before pre-testing creative, will contribute to more compelling communications.
Ok, that’s enough, let's wrap it up.
In a world overflowing with information, brands and choices, standing out is only the first hurdle. Brands must be attractive to hold people’s attention, create desire and drive action. By understanding and applying behavioural insights, scientific principles, and key characteristics, brands can better position themselves to capture the right kind of attention in a cluttered market. Distinction and Attraction needs to come from a creative (emotional) place. It's interesting that the science almost makes it rational, but it's all imbedded emotional code in our brains.
As competition intensifies and the world becomes more cluttered with communications landfill, those who master the art of being both distinctive and desirable will thrive. Those brands that create dull communications and advertising will suffer the consequences of not being noticed in the first place - wasting money on ineffective ads. The former is playing to win. The latter, is desperately trying not to lose.
September 2024