You find yourself at a concert in the middle of a mosh pit. The music is tremendous and the crowd is going wild. You find yourself moving along with them, sweating and groping strangers with your hands as you jump about. An intense adrenaline-type feeling is pulsating through your whole body; finally, you are having fun! This is something that is hard to explain but it feels electric! A physical sensation, rather than just a thought that remains in the mind, but instead exists in the body and in this case can be described as an internal jolt of adrenaline.
So how does the brain experience a sudden jolt of excitement?
Is it all in my mind, or is there more to it than meets the eye? It is known that the brain releases a number of chemicals into your system when you experience something exciting. These include adrenaline, dopamine, and serotonin. Dopamine is thought to be responsible for feelings of pleasure and reward, while serotonin can make you feel good about yourself once again. The endorphins are released as well which causes pain relief and reduces stress levels. This is why people feel so good when they have experienced something exciting. They can’t wait to do it again and again.
Which happens first, does the mind experience an emotion then send signals to the brain or the other way around?
The answer is both. The brain and mind are constantly communicating with each other, but it’s not a one-way street. For example, when you see an object or hear a sound, your brain sends signals to your mind which interprets the information and creates an emotion based on what it thinks about what it sees or hears.
So what does this mean for your brand? It means that you need to think about all five senses when creating your brand. If people don’t connect emotionally with what they see, hear, smell, and feel when interacting with your brand then they won’t be able to form an emotional bond with it. Just like how you can’t fall in love with someone based on looks alone, brands need more than just a logo to create an emotional connection.
Brain and mind are intricately connected —it’s not just a saying
The brain is the most powerful organ in the body and it can create some pretty crazy things.
Recent research shows that 70% of our decision-making is based on emotion and only 30% is based on logic. This research also shows that when we’re feeling positive emotions, then the time it takes to make a decision decreases by 35%.
So if you have someone who thinks they’re in love with your brand then there is something that they are connecting with on an emotional level. If you want to build a loyal following, then you need to make sure that your brand is doing this for people. and that’s why the design of your brand should be based on how you want people to feel when they see it. The more senses you can trigger, the better chance you have at forming an emotional connection with your audience.
In the end, it comes down to trying to understand your consumer and knowing what will resonate with them. Brands that understand the nuances of emotions can build more sustainable relationships with customers than those who don't.
Feeling intrigued and willing to know how to start? Reach us out!
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