Whether explicit or covert, the knowledge of psychology is used in marketing and branding to effectively capture the consumers’ attention and loyalty. It is the scientific counterpart of the artistic element of graphic design in marketing.
Psychology is the study of human behavior. It is an important body of knowledge to be taken seriously by marketing professionals because most of the time they will deal with consumer behavior. Wants and needs are the driving factors for consumers to buy products and commission services. Those things affect consumer behavior and they can be understood using the scientific method based on psychology.
Visual designs, advertising messaging, timings and social references all play different roles in affecting the psyche of the consumers. Such strategies contribute to availability heuristics and emotional connection– both ingredients to brew brand recognition and brand loyalty.
Consumer behavior and marketing efforts co-affect one another so psychology is important for both inside and outside the system of the business.