In-Store Communication Design (6): Emotions

for Retail News Magazine 7–8/2018

“Emotions make us human. Denying them makes us beasts.”— Victoria Klein

Emotions and human desires are essential in our lives. In retail, understanding them is the key to effective communication with customers.

There are seven basic emotions—happiness, sadness, contempt, fear, disgust, surprise, and anger (as identified by Paul Ekman)—which we express either through facial expressions or physical gestures.

Facial Expressions and Emotions

We have about 40 facial muscles that help us express emotion. Unlike physical gestures, facial expressions are universal, which is why people can read these seven basic emotions with remarkable accuracy. That’s because muscle movement is directly tied to the corresponding emotion.

When using images of people in communication, our emotional response helps us relate instantly to what’s being expressed. Always ensure the emotions depicted align with your target audience. Avoid inadvertently negative expressions, which can completely shift how people feel about your product.

Humor, Stories, and Data

Retailers often rely too heavily on facts alone when presenting products or services. This is far less convincing than a story or short anecdote with a surprising twist that elicits empathy. Emotional engagement leads to deeper processing of information—people remember feelings, not data.

Look for ways to add emotionally engaging elements to your message. Humor and short, relatable stories can transform hard facts into content that sticks. The key is the so-called emotional anchor—which makes messages memorable.

Emotion and the Senses

Scent is one of the most direct triggers of emotion. Unlike visual signals that travel through the retina and thalamus, sensory information from smell goes straight to the amygdala, the brain’s emotional center.

Scents are increasingly used in store environments and marketing materials to spark pleasant associations and memories.

Likewise, music is a powerful part of multisensory design. It triggers dopamine release, which plays a key role in motivation, emotion, pleasure, and reward.

In short: Multisensory communication is the best way to provoke emotional reactions in clients.

Surprise and Novelty

As discussed in earlier articles, the brain—especially the reptilian brain—is always scanning for threats and new experiences.

New and original products attract more attention and trigger positive feelings. While consistency in presentation helps with orientation, providing unexpected and original experiences keeps customers curious—and coming back.

Trust

One of the most critical factors in gaining customer trust is the design and imagery used in presenting a product or service. This is because people usually make decisions using System 1—the emotional and intuitive brain.

System 2, based on logic and reasoning, is slower and more effortful. People default to System 1 whenever they can.

Thus, people trust what they already know. The trustworthiness of your product is influenced by:

• The overall visual design,

• Layout consistency,

• Color schemes,

• Font sizes, and

• Product naming.

Conclusion

Combining emotional triggers in a meaningful way is not alchemy—it’s a strategic process. Masterfully integrating:

• Multisensory design,

• Engaging stories with surprises,

• Subtle elements of unpredictability, and

• Strong design fundamentals

…creates emotionally resonant communication that builds trust and drives profit.

The difference between simply placing elements on a page and using neurodesign intelligently can mean a tenfold increase in impact and revenue.