To build a thriving business, you need to connect with your audience emotionally and rationally. Good design can evoke emotions and help present complicated information in a way that makes it easy to understand and evaluate.
According to research completed by Antonio Damasio, a neuroscientist and the founder of the Brain and Creativity Institute at the University of Southern California, emotions play a central role in social cognition and decision making. Our emotions drive our behavior, and it is impossible to make a decision without relying on our emotions.
Of course, that doesn’t mean appeals to logic and rational thought aren’t necessary. They are. But how we interpret facts and appeals to reason is based on our emotions, even when we use logic to justify our decisions.
Appealing to logic helps your audience see the problem and solution you offer clearly.
Your product or service needs to solve your clients’ problems. When communicating with prospective clients, you must demonstrate that you understand the problem clearly and can help them solve it. Prove to your clients that you have a methodology, approach, product, or service that will get them the results they seek.
When you appeal to logic, you help prospective clients make an informed decision by showing them that you understand what they need, their concerns, and the steps they have taken so far to solve the problem. That helps you build trust, paving the way for an emotional connection.
Appealing to emotions helps your audience trust that you are the one who can help them solve the problem.
Your product or service also needs to eliminate the stress your customers feel. When communicating with your prospective clients, you need to demonstrate that you not only understand the problem but the emotions surrounding that problem. Every problem has an emotional undercurrent or causes stress that your clients feel deeply. Showing your clients that you understand what they are going through deepens their connection to you and makes it easier to help them solve the problem they are facing.
To connect with your clients, you have to be honest and transparent. You have to show them that you understand and care about what they are going through. Clients who feel emotionally connected to you and your brand are likelier to stay loyal and refer others to you. They are also much more likely to resonate with your marketing.
To connect with your audience, you need to understand who they are and what motivates them.
To engage and connect with your audience, you need to know them intimately. You need to understand what they care about and where they spend their time — online and off. You need to understand their goals, aspirations, and motivations. You need to know what they are thinking about and talking about and where they are having these conversations.
Interview-based customer personas help you understand exactly who your clients are and what they care about so you can connect with them rationally and emotionally. Developing personas can help you understand what your clients want and need. It can help you empathize with your clients and understand the problem deeper so you can guide them towards a solution that works. When you know who your clients are, you can shape your brand, messaging, and voice to connect with them in a way that resonates with them and inspires them to take action.
Good design helps you connect with your audience.
Visual communications and graphic design are crucial tools to help you connect with your customers. Good design can help you communicate your brand, values, and message effectively. As a result, prospective clients can relate to you and thus trust you more quickly if they resonate with your brand.
How your brand shows up is crucial to creating lasting relationships with prospective partners and clients. Your brand must be unique, consistent, and on-point. Your message has to center your clients and speak directly to them. It must show prospective clients that you understand them, what they are going through, and that you can help get them where they want to go.
You can’t effectively connect with your audience if you look like everyone else. So you have to stand out from the competition and resonate with your audience. You must be willing to show your prospective clients who you are, so that they trust you enough to let you help them achieve their goals. And that means you have to show up in a way that is uniquely you.
We should talk if you want to deepen your connection to your audience. As a brand strategist and designer with expertise in visual communications, I can help you connect with your audience in ways that are powerful, effective, and uniquely you. To see if we’re a good fit, schedule a 30-minute consultation.
About the Author: Jillfrances Gray
I am a creative director, brand strategist, and visual designer with 20+ years of experience helping clients innovate and execute their brand and marketing initiatives. I am obsessively detail-oriented and have a passion for solid, stunning esthetics. Plus, I’ve been told I am a lot of fun to work with.