{"id":21792,"date":"2021-08-10T14:47:05","date_gmt":"2021-08-10T14:47:05","guid":{"rendered":"https:\/\/www.borngroup.com\/?p=21792"},"modified":"2021-08-10T15:03:15","modified_gmt":"2021-08-10T15:03:15","slug":"behavioral-sciences-in-branding","status":"publish","type":"post","link":"https:\/\/www.borngroup.com\/views\/behavioral-sciences-in-branding\/","title":{"rendered":"Behavioral Sciences in Branding"},"content":{"rendered":"\n\n\n\n\n\n  \n\n\n<section class=\"hero    hero--light \">\n  \n  <div class=\"hero-content-holder\">\n    <div class=\"hero-content container\">\n              <div class=\"hero-breadcrumbs\">\n          <a href=\"\/\" class=\"hero-breadcrumb\">BORN<\/a>\n                    <a href=\"\/Views\/\" class=\"hero-breadcrumb\">Views<\/a>\n        <\/div>\n      \n      \n      <div class=\"hero-title no-tagline\">Behavioral Sciences in Branding<\/div>\n\n             <style>\n        div.hero-title\n         {\n        font-size: 70px;\n        font-family: big-caslon-fb,serif;\n        font-weight: 400;\n        line-height: 1.1666;\n        }\n        h1.hero-tagline \n        {\n          font-family: proxima-nova,-apple-system,BlinkMacSystemFont,segoe ui,Roboto,helvetica neue,Arial,sans-serif;\n          font-size: 18px;\n          font-weight: 300;\n          line-height: 1.5666;\n        }\n        <\/style>\n\n          <\/div>\n  <\/div>\n<\/section>\n\n\n\n<p>It is essential for any designer to understand customer psychology in building a solid visual brand and digital experience. While design aspects such as typography, imagery, and color scheme play a huge role in branding, it&#8217;s also important for brand\u2019s to gather data revolving around a customer\u2019s online experience &#8211; including what pages they visit, the \u2018digital routes\u2019 they may take, and so on. By reviewing visual identity, behavioral maps, and behavioral science, we can get a clear idea of how to create effective branding for any consumer.<\/p>\n\n\n\n<p><strong>Visuals can make or break the customer experience<\/strong><\/p>\n\n\n\n<p>Color schemes, shapes, typography, fonts, and other design elements are integral to a company\u2019s visual brand. Effectively communicating a brand\u2019s message through visuals is helpful in multiple ways. It allows customers to get a sense of what to expect from the brand, highlights a brand\u2019s uniqueness, and educates consumers on where the brand fits in a larger market.&nbsp;<\/p>\n\n\n\n<p>Visual identity comprises a brand&#8217;s logo, imagery, typography, colors, and creative design. A brand\u2019s logo should be simple, communicative, and reinforce a positive brand image constantly. A good logo strikes emotion &#8211; the classic Nike Swoosh does an excellent job invoking a memorable connection. It represents triumph, victory, motivation, and optimism<sup>1<\/sup>. Seeing the Nike Swoosh at the end of a commercial or promo video often leaves the audience feeling encouraged and inspired.&nbsp;<\/p>\n\n\n\n<p>A strong visual identity leaves a powerful first impression on its audience. BORN Group\u2019s design approach and content guidelines speak to the ever-changing global market. We focus on keeping our visual aesthetic in tandem with our tone and voice, reflecting our values in innovation, transformation, and strength. The marriage of compelling images with insightful content represents our branding, leaving a sophisticated first impression on our audience and potential clients.<\/p>\n\n\n\n<p><strong>Behavioral Maps<\/strong><\/p>\n\n\n\n<p>To truly follow a user\u2019s journey on a site, a brand needs to think from a user\u2019s perspective and&nbsp; understand complex user behaviors. It is a common mistake for brands to get caught up in their own presumptions and neglect users\u2019 real needs and pain points. In such cases, a behavioral map can be an effective solution.<\/p>\n\n\n\n<p>A behavioral map focuses on a certain action performed by a customer that is deemed as \u2018successful.\u2019 Mapping exactly how the customer gets to the desired action will give us insightful information on how to keep users engaged and entice more users to complete the same action. Examples of helpful behavioral information include most-viewed pages, CTA or filters toggled, the engagement time spent on certain content modules, and the digital routes taken to an action, etc<sup>2<\/sup>.<\/p>\n\n\n\n<p>To design a seamless user experience, a brand should identify key behaviors and reduce any obstacle a user may face to achieve said action. Utilizing behavioral data will help brands convert first-time users as well as increase ROI in the long term.&nbsp;<\/p>\n\n\n\n<p>Pictured above is a simple example of a user\u2019s behavior map on Klick, a digital healthcare hub<sup>3<\/sup>.<\/p>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"299\" src=\"https:\/\/lh3.googleusercontent.com\/lUaZDLRnlL8Pp1Kw6bcQAD-KicVXcN-9Wq0R2WSlQ5F5IlIBuIG2w82aNYP0IwX03mYcjh75HAWfC5Lv_h8EmfKn7E8giGia59v_kUOfAcp30yyn8ij3lS03bxMkI1E2T2ZwesCJ\"><\/p>\n\n\n\n<p><strong>Choice<\/strong><\/p>\n\n\n\n<p>Behavioral science, as opposed to cognitive or social psychology, deals with the processes and heuristics of decision-making<sup>4<\/sup>. Personal preferences, purchasing power, and economic climate all have an impact on a consumer\u2019s buying habits. Being able to identify product value propositions and occasions of purchases will also provide marketing professionals insightful information on building a successful brand<sup>5<\/sup>.&nbsp;<\/p>\n\n\n\n<p>Design elements, consumer behavior, and user experience are integral to a brand\u2019s digital strategy. Leveraging natural human instincts and user behavioral data will improve users\u2019 digital experiences and elevate the overall storytelling and brand identity to a new level.<\/p>\n\n\n\n<p>____<\/p>\n\n\n\n<p><em>Footnotes<\/em><\/p>\n\n\n\n<ol><li><a href=\"https:\/\/www.brafton.com\/blog\/graphics\/visual-branding\/\">https:\/\/www.brafton.com\/blog\/graphics\/visual-branding\/<\/a><\/li><\/ol>\n\n\n\n<p>2. <a href=\"https:\/\/www.mindtheproduct.com\/how-to-design-products-using-behavioral-science\/\">https:\/\/www.mindtheproduct.com\/how-to-design-products-using-behavioral-science\/<\/a><\/p>\n\n\n\n<p>3. <a href=\"https:\/\/www.klick.com\/health\/news\/blog\/insights\/using-behavior-and-surveys-for-patient-journey-mapping\/\">https:\/\/www.klick.com\/health\/news\/blog\/insights\/using-behavior-and-surveys-for-patient-journey-mapping\/<\/a><\/p>\n\n\n\n<p>4. <a href=\"https:\/\/www.ipsos.com\/sites\/default\/files\/ct\/publication\/documents\/2019-04\/external_ipsos_besci_advising_-_vf.pdf\">https:\/\/www.ipsos.com\/sites\/default\/files\/ct\/publication\/documents\/2019-04\/external_ipsos_besci_advising_-_vf.pdf<\/a><\/p>\n\n\n\n<p>5. <a href=\"https:\/\/www.omniconvert.com\/blog\/consumer-behavior-in-marketing-patterns-types-segmentation\/\">https:\/\/www.omniconvert.com\/blog\/consumer-behavior-in-marketing-patterns-types-segmentation\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It is essential for any designer to understand customer psychology in building a solid visual brand and digital experience. While design aspects such as typography, imagery, and color scheme play a huge role in branding, it&#8217;s also important for brand\u2019s to gather data revolving around a customer\u2019s online experience &#8211; including what pages they visit, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":21793,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,52],"tags":[298,295,297,299,296],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/posts\/21792"}],"collection":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/comments?post=21792"}],"version-history":[{"count":3,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/posts\/21792\/revisions"}],"predecessor-version":[{"id":21797,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/posts\/21792\/revisions\/21797"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/media\/21793"}],"wp:attachment":[{"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/media?parent=21792"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/categories?post=21792"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.borngroup.com\/wp-json\/wp\/v2\/tags?post=21792"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}