Be it ‘Maa ke Haath Ka Khaana’ or ‘Darr ke Aage Jeet Hai’, most brands in India use a generous serving of emotions in their ads. Such thought provoking campaigns certainly hit the right hemisphere of the brain generating positive emotions. On the other hand, we have Abhinav Kumar known as the ‘trivago guy’ explaining the logical benefits of booking hotels via Trivago. This brings us to the debate, emotion or logic? What fares better in advertising?
We must ask ourselves, what truly drives us to consume a product or avail any services? Is it the excellent storytelling or the strong convincing facts? One of the challenges for companies is to ensure long lasting brand loyalty. This means intense deliberation on persuading people to choose their brand. In this context, we often come across a debate on what truly sells, emotion or logic?
Some studies say, emotion is what wins hearts of all. Some say, the basis of logic stems from emotions towards the brand. It is crucial to understand the role of logic and emotions in advertising and marketing. These two aspects are more interconnected than we think. The stronger the emotion, the greater is the retention of memory.
Certain marketing strategies utilize logic whereas others prefer pleasing the emotions of the customers. Emotions are a massive part of our life experiences, they shape our lives.
Most of us feel like we need to ‘go with our gut’ as we prioritize our emotions.
However, few people tend to reason every action they take, invariably scrutinizing the brands on a logical basis.
Factors like value for money, quality of the product, timely service, rating, certifications, utility and other tangible benefits are considered before making a purchase.
Data-driven or metric based decisions are often made by the ones who prioritize logic over being swayed by emotions. Some feel that showcasing emotions towards a brand serves as a distraction and these emotions are superficial.
India is a diverse country where emotions are at the heart of most marketing campaigns. The battle of emotion vs logic changes according to socio-economic factors like religion, gender, region, creed, class, level of education etc. Hence, a country like ours might have more emotion based ads, but we must embrace a balance of both for exceptional results. Most times these two aspects are not mutually exclusive, hence an approach of logical and emotional is the perfect mix for brands to sustain.
At 3 Dots Design, we build long term strategies for brands by creating continuous communication with an approach of both emotional and logical aspects. We seek sustained growth for our clients through understanding humans, as that helps us understand the consumer better.