Advertising is not enough! To attain users' attention, brands need to design and deliver emotive branded experience. For example John Lewis launched its emotive Christmas TV advert and branded game, The man on the moon. Brand experience in games offers an effective way for brands to communicate their message and to engage with their target customers / users.
Our buying decision is based on how we feel about the brand & its values, our emotions impact our decisions.
“Emotions are inseparable from and a necessary part of cognition. Everything we do, everything we think is tinged with emotion, much of it subconscious.” Don Norman
To design a successful and memorable branded experience you need to use both cognitive user experience (UX) design principles and emotive branding. UX design principles include:
- Readability: “Don’t make me think” (Steve Krug)
- Errors: Help users to avoid / correct errors easily.
- Memory: Users remember 3 - 4 items at a time.
- Social: Sharing and validation using reviews and ratings.
- Visual design: Focused - attention to engage & interact.
- Mental model: match users' existing mental model.
Brand Experience encompasses all the experiences online and offline a customer has with a brand, from the initial brand awareness to complex brand interactions and touchpoints. Emotive branded experience helps to engage, persuade and motivate the user to take the desired action…creating an emotional bond with the brand. The AIDA marketing model can be applied to the branded customer / user experience journey:
Branded Experience and AIDA model
Emotive branded experience helps to engage, persuade and motivate the user to take the desired action as well as creating an emotional bond with the brand.