Every creative designer is always striving to develop products that create emotional connections to the users. From the materials, colours, textures, and other aesthetic qualities of a product to the adverts are used to attract customers. Designers are not bias for example they never make a product of a certain colour because it is their favourite or it matches the eyes’ colour. Likewise, art directors are not using visuals of puppies, kittens, and attractive people for some arbitrary reason. They always try to create instant emotional response by a logical research such as understanding customer persona.
Creating this emotional connection that will make people love a brand is by Emotional Storytelling. I’ve compiled some good examples of brands that are successfully capture their audience with their advert here:
Real Beauty touches the heart by Dove Portugal
Czego szukasz w Święta? | English for beginners by Allegro
#OneforOne by TOMS
#LikeAGirl by Always
Project Loon by Google
I broke down into tears while seeing some of this advert. In my personal view, these brand’s vision really represents the value of #HumanRightsDay Every brand needs to support every human rights from simple social cause like women should not feel insecure because of their beauty, everyone should have the fair access to internet, or even everyone should meet the basic needs such as shoes. I believe that brands should always keep their value not only to customer’s heart but people’s heart.
Emotional Storytelling that can sell your product instantly without trying too hard, is the necessity of a successful brand. With Christmas around the corner we can expect big warm story from brands to connect with consumers on a deeper level, via good old nostalgia and emotional storytelling. Let’s all support every brands that beautifully and seamlessly integrate the most distinctive Emotional Storytelling that ultimately compel someone to take action.