WHY SOME ADS STICK BUT OTHERS DON’T
You can’t remember what you had for lunch yesterday, but you still know every word to a jingle from a 1990s shampoo commercial? That’s not about nostalgia, it’s about psychology. Great advertising rarely happens by accident. It’s built on a foundation of human behavior, emotional triggers, and a little bit of brain science. So, let’s delve into the psychological reasons some ads work.
Emotional impact.
At its core, advertising is persuasion. The best ads know exactly how to get in your head and stick around. Emotion resonates. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” That was the late author and poet Maya Angelou. Ads that make us laugh, cry, or feel just about anything, create a neurological imprint. It could be a heartfelt holiday commercial or snarky one-liner from a fast-food chain. Emotional impact connects the consumer and brand on a deeper level. So, if your ad makes someone tear up over a bowl of your soup, congratulations. You’ll probably sell a lot of soup.
Repeat after me…
Our good friend, repetition. We’ve all rolled our eyes at hearing the same slogan or tagline or commercial over and over again. Guess what? It works. Human brains love familiarity. The more we see or hear something, the more we trust it. It’s called the exposure effect. Next time you think your campaign is getting a little stale, remember consistency beats novelty nine times out of ten. It’s one of the reasons change is hard to accept.
True colors.
Let’s not forget visual hierarchy and color psychology. Visual hierarchy is a design principle that guides the viewer’s eye to specific elements within a design, based on their perceived importance. It’s the art/science of arranging elements in a way that directs attention and points users toward the most crucial information first. Colors play a major role. Red grabs attention. Blue builds trust. Yellow? Great for snacks and sunshine. Strategic use of visuals isn’t only about aesthetics, it’s about guiding the eye and evoking the right emotion at the right time.
Tell me a story.
Storytelling ties it all together. Generally speaking, consumers don’t buy products. They buy the feelings those products promise. Whether it’s a dramatic image on a billboard, 30-seconds on a screen, or a clever post on a platform, the compelling story helps transform a brand into something relatable and memorable.
The most iconic ads don’t simply sell, they stick. They made us feel, think, laugh, and cry. They make us hum their tune even decades later. And while there’s no formula for guaranteed success, understanding the psychology behind what moves people is a good place to start. Your ad hopes to live rent free in the consumer’s brain. To do that you have to make it worth remembering.