Leading with Emotion

11th March 2020

written by Black & Ginger

FACT – Emotive people make better lovers!

Okay, this may be a slight exaggeration and is completely unsubstantiated but it caught your attention. The actual fact in this statement is that emotion plays a huge part in both our decision making, and more critically our long term memory recall. So what does this have to do with brands I hear you say? The hippocampus (here comes the science bit, now concentrate) – the part of the brain that deals with the process of memory is at its most heightened when memories are linked with an experience or emotion. Just think about where you were when Senna died, the Twin Towers come down, or even where you where sitting at in the final moments of Game of Thrones. Heightened emotions are simple triggers for ‘recall’. If we can influence these then we can influence recall.

“We’re not out to create the best designs, we’re out create the best brand memory experience.”

As creative brand specialists we can often be played against other talented design studios, bigger businesses or ones that have the biggest teams, and to an extent rightly so… However not is all that appears here at Black and Ginger, and we have a hidden agenda – we’re not actually out to create the best designs, we’re out create the best brand memory experience. By aligning our emotional intelligence led research, we look to read between the lines, push buttons, play with your senses and what your expectations are and are not. By tapping into these emotional senses we can create brands that are more than just surface deep and actually connect with audiences on a deeper and more meaningful level.

Over the last 16 years we have developed these skills and in the UK are leaders in this area of design in brand. And don’t take our word for it, in the last 3 years 100% of the businesses we have worked with have seen market share growth and with improved recall across the board. Tomorrow you could be forgotten, remember today.

If you think we could help with your project we’d love to talk. Get in touch.

By Alex Frech