When it comes to creating a great user experience, it’s important to remember that it’s not all about visuals. While good visuals can certainly help to create a positive impression, the real impact of a user experience is the feeling it evokes. The visuals are simply a medium through which we convey that feeling.
Your marketing campaigns should focus primarily on the feelings that you are generating in the minds of your users. Whether you’re creating graphics, podcasts, movies, commercial ads, or ad copy, the ultimate goal should be to evoke a specific feeling in the mind of the user.
For example, if you’re creating a campaign for a luxury car brand, you might want to evoke feelings of luxury, exclusivity, and sophistication. To do this, you might choose to use high-quality visuals of the car. However, ultimately you are building an impression in the mind of the target user that he or she is among the few people in the world who have access to this unique piece of engineering craftsmanship.
On the other hand, if you’re creating a campaign for a children’s toy brand, you might want to evoke feelings of fun, playfulness, and excitement. In this case, you might choose to use colorful graphics, playful ad copy, and maybe even a catchy jingle to help create the desired feeling.
Ultimately, the key to creating great user experiences is to understand the feelings you want to evoke and then use the right medium to communicate that feeling. This might take some experimentation and testing, but by focusing on the feelings you want to invoke, you’ll be able to create user experiences that truly connect with your target audience.
In addition, it’s also important to understand the current emotional state of your target audience. If your audience is going through a tough time, for example, it might not be the best time to create an overly joyful or upbeat campaign. You should be able to empathize with your audience and create campaigns that are sensitive to their current emotional state.
In conclusion, user experiences are not just about visuals, but about the feelings that are invoked. As brands, it’s important to think about the feelings you want to evoke in your target audience before creating any campaign. The medium through which you communicate that feeling can be anything, but it’s crucial to understand that it’s the feeling that will ultimately leave an impact on the mind of the user. By empathizing with your target audience and creating campaigns that are sensitive to their current emotional state, you’ll be able to create user experiences that truly connect with them.