It's a well known fact that emotions play a powerful role in our decision making processes -- nobody ever claimed that we humans were rational actors (well, aside from economists, who are great for making detailed hypothetical models of things that will never happen, but little good for anything else). And it goes without saying that our attitudes about everything from the products we buy to the companies that we work for are profoundly influenced by our feelings towards those places and things. Unfortunately, anybody who has tried to develop a marketing campaign, whether for selling a new product or motivating employees in the break room knows that making a successful emotional appeal is really hard, especially when you're trying to appeal to a broad group of people. That's why this article from the Harvard Business Review really caught my eye. In short, researchers claimed to have cracked the code on making potent emotional appeals, and they have the data to back it up.

 

2015 HBR emotional connections

The researchers were able to identify hundreds of individual "emotional motivators," any combination of which might be influential to a consumer at any given time. But they were also able to identify 10 motivators that apply broadly, nearly all of the time:

I am inspired by a desire to:Brands can leverage this motivator by helping customers:
Stand out from the crowd Project a unique social identity; be seen as special
Have confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to come
Enjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats
Feel a sense of freedom Act independently, without obligations or restrictions
Feel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events
Feel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a group
Protect the environment Sustain the belief that the environment is sacred; take action to improve their surroundings
Be the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image
Feel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worry
Succeed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures

Of course it's easy to say "oh, just give your target audience a visceral, overwhelming pleasure and excitement," but actually pulling it off is a very different thing. For some people, watching a trailer for a new movie might be enough to tick that box. But others might need to BASE jump off of the Statue of Liberty to satisfy the same requirement. And it goes without saying that the approaches to making these emotional appeals is going to vary widely by discipline. Product marketers will rely on one set of tools, HR professionals another, safety officers yet another still, and so on.

The thing I like, though, is that it's easy to imagine a lot of these emotional motivators in the context of digital signage messages. As we know, messages have to be short and to-the-point to be memorable. There are also dozens of other digital signage content best practices to follow to make sure they are clear and communicate core ideas properly. But in addition to that, if this research is to be believed, messages that can also integrate an emotional motivator may be more successful (or memorable, or actionable, or something) than those that don't. And the nice thing is that the emotional component might actually be conveyed better with a non-verbal, visual cue. This is really great, because we know that making messages longer reduces their effectiveness. So while I haven't done any formal research on this matter yet (and I'd love to -- any DS network managers reading this, let's chat...) my suggestion for right now would be this:

Focus your text content on the most important message you wish to convey. But back it up with visual enhancements that make a relevant emotional appeal.



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