Giant Helium Balloon

Summary: As we study the science of persuasion, the art of design and copy, we discover that consumers can be won and lost by the most trifling of details. Sometimes elements as simple as color or word association can make a brand lose a sale. When we describe a consumer’s purchasing process, our terminology includes “perceived value,” “consideration set,” and “cost/benefit analysis.”

Summary: The Millennial generation is a fascinating group of people. Not only are the early and late segments of the group different, but the diversity and complexity the group shares is one of the few common characteristics. Aside from the digital upbringing, obviously.

When we look deeper into this generation, which is currently reaching maturity, there are very interesting findings that brands and advertisers can take to heart. For example, Millennial men do not enjoy hyper-masculine advertising.

Summary: When it comes to advertising, the tech-giant Google aims for the heart and not just the head. Through its ads, Google demonstrates that technology is only a part of what it takes to captivate the audience; the more important step is to establish a strong emotional connection.