Branding

Fluency Shortcut

Statements that are easier to understand are more believable

Self-Expression

We constantly seek out ways to communicate our identity to others

Storyteller Bias

We’re more persuaded by and better recall those who tell stories

Nostalgia Effect

Thinking about the past makes us want to spend more now

Rhyme As Reason Effect

Rhyming statements that you hear, they are seen as more sincere

Halo Effect

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Devil Effect

Our perception of a single negative attribute unfairly bleeds into other unrelated areas

Pairings

Branding

Bolster simplified messaging with imagery

Though simplified words can be powerful for recall, repetition and therefore virality, they can be further bolstered with a striking image or visual metaphor that brings the concept home.

A great example here is artist Shepard Fairy's HOPE poster for Barack Obama's 2008 presidential Campaign, which acquired instant recognition and a powerful wave of variations, memes and imitations. The word "Hope" alone would never travel so far.

Where can you support powerful, simplified messaging for a new campaign of behavioural change, a new product or policy with a striking image that reinforces the meaning behind your words?

Branding

Make product names emotionally relatable

Concise, short descriptions of product options help us to identify which is right for us. However, brands could go further and use these names to put a name to our own needs and desires.

For instance, food delivery service, instead of simply calling the product a "Mango, Lime and walnut salad", could put it within a set of options called "Energisers", emphasising a clear emotional outcome for the choice.  

Similarly, a tea subscription service, instead of just giving 3x flavour notes of that choice, could bracket it within "Adventurous" or "Calming". A nice side effect of this is that it can act as a further filter, reducing choice overload.

How might you simply communicate your product options to surface customers own unrealised individuality?

Branding

Fluency Shortcut

Statements that are easier to understand are more believable

Self-Expression

We constantly seek out ways to communicate our identity to others

Storyteller Bias

We’re more persuaded by and better recall those who tell stories

Nostalgia Effect

Thinking about the past makes us want to spend more now

Rhyme As Reason Effect

Rhyming statements that you hear, they are seen as more sincere

Halo Effect

We incorrectly transfer judgements of known attributes onto other unrelated or unknown ones

Devil Effect

Our perception of a single negative attribute unfairly bleeds into other unrelated areas