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Appeal to emotion12/18/2023 ![]() How do you apply this to your communications strategy? Through visuals that specifically elicit certain emotional reactions in your audience and that your research shows will drive a desired action, like giving money to your organization, or sending a message to a Congressperson.įurther research has been done on the role emotions play in decision-making. It confirms that targeting emotions is an effective strategy whenever you are trying to influence decision-making or persuade people to act a certain way. ![]() These findings have broader implications than how to effectively get a loan. Visuals that elicit positive emotions, rather than negative, are more powerful when it comes to driving lending decisions. The researchers studied loan appeals from Kiva and found a common thread across 13,000 loan applications – those that had a photograph with a smiling applicant received significantly bigger loans. Specifically, “excitement rather than guilt is the emotion that is more often experienced by someone who gives a microloan to another person”. In 2015, Stanford researchers found that even in the microfinance world, emotions drive decision-making. If people are convinced of the emotional pay-off of a product, they are more likely to buy it and satisfy their inner desires. It’s not enough to create a visual: you have to create one that taps into peoples’ innate emotions.Īdvertisers have known for decades that targeting peoples’ emotional responses is the best strategy to motivate demand for the product. All of the information within this guide remains relevant in today’s world, but more recent scientific findings illuminate further ways to guide your visual communication strategies. In 2013, Resource Media released a guide to educate our partners on an overlooked medium for communications: visual storytelling. Words alone, no matter how compelling, will never drive the same push to action that an image can, particularly when that visual is emotionally provocative. This much is obvious, and the reason why we spend our days providing guidance on how to improve visual storytelling practices through Visual Story Lab. Humans are biologically programmed to be more immediately responsive to visual stimuli than to verbal ones. But it’s even more imperative to be on-emotion.” – Dan Hill, author of Emotionomics It’s important to be rationally on-message. “Humans are extremely visual: We think largely in images, not words.
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