We as humans like to pride ourselves on our intelligence and analytical thought process. When it comes time to make a decision we can’t help ourselves but to think. We compare and contrast, we list our options, we do our research.

But ultimately we end up making a decision based on how we feel.

Researcher Antonio Damasio goes as far as to claim that humans are incapable of making a decision without emotion.

In his book Descartes’ Error, he talks about research in patients with a particular type of brain damage that effects the emotional processes of the brain. This damage leaves patients incapable of making decisions despite having the ability to use logic and reason. Without the ability to recognize how they feel about a decision they don’t make one. Even simple decisions like about where to go for lunch.

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The fundamental purpose of branding is to guide the emotional response customers have to a particular product or service. This research from Anotino Damasio goes to show how important the branding process really is to the decision making process of customers.

When creating a brand the way your customers feel isn’t something that should be ignored. You should constantly be guiding and considering the emotions of your customers.

The main attributes about your brand that customers has an emotional reaction to is how your brand looks, acts and speaks. So it’s important to stay consistent with these elements and to do so in a way that evokes a desirable emotional reaction.

Keep this in mind when you create customer facing brand assets. Things like logos, website, advertisements and packaging should all be working together to create the desired emotional response.

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