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Cute
Why is cute important in marketing? Why does cuteness have such a strong impact on consumer buying behaviours? Bottom line: looking at cute things makes us feel happy and good, due to an influx of dopamine. This can be used in marketing in 2 key ways.
Advertising
Adverts that contain cuteness, be that babies, cats, or animals being friends, are a great example of applying cuteness to marketing. Psychology marketing can be used to your advantage, as an advert that is cute, and makes the consumer happy, is more memorable to the consumer. Therefore, your brand or product will stick in the forefront of the consumer’s mind.
Secondly, a cute advert is great on social media. Cuteness is one of the main factors that will get content shared on social media. Advert or not, a cute, fluffy animal, is more likely to be shared by both consumers and non-consumers alike. This therefore, raises the profile of your business, and increases the audience for your advert.
However, an example of a clever use of cute in marketing, is Andrex. Andrex’s mascot is a cute puppy, and this puppy features in all of their adverts. This consistency leads to a fundamental change in consumer behaviour. As the consumer sees the cute puppy consistently paired with Andrex, over time, they become conditioned to associate the two. As such, the happy feeling from the cute dog is applied to Andrex. For more information on conditioning, read this blog.
Products
A secondary way that cute can be used, is for your business to sell cute products. If you sell a variety of products and have the ability to change their design, why not introduce a line of cute and whimsical products? Studies show that consumers are not only more likely to buy a cute product over a plain one, they are also willing to spend more, to own this cute product, than the plain one.
Cuteness is a very powerful tool. It sells better than any other idea. But it is something that must be implemented with care. Not all products lend themselves easily to cuteness. It can be used to advertise almost anything, but as the business owner, you have to be careful to consider how you can use cuteness to fit with your brand or product.
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– From Marketing to Mind –
Photo by Liudmyla Denysiuk and Jeremiah Del Mar and Karina Vorozheeva and Adam Grabek on Unsplash
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