Emotional Marketing

Emotional Marketing: An Effective Way to Build Brand Recognition

Published on Dec 4, 2020 | Updated on Dec 9, 2022

Trying hard to strategize a brilliant marketing campaign that can create strong brand recognition?

Well, why not try the emotional way…

Yes, I mean emotional marketing, which is an exciting way to connect and engage with your customers.

Emotions are the most vital aspect of our being, through which we make judgments. It is so innate and natural that we are unaware of when and how we tend to conclude something.

It is quite primal in its way. Maybe that’s why decoding emotions of oneself and others is quite a mystery.

But as marketers, it allows us to make some assumptions about which emotions to hit within our consumers to bring out the desired response.

So, in this article, we will delve into this exciting topic of emotional marketing. Following which I will share with you 4 important elements of emotional marketing and its strategies. As always, I will also elaborate on how you can create your advertisement Posters based on the effective emotional marketing method.

What is Emotional Marketing?

It is a strategic way of marketing that tries to affect consumer behavior by targeting their emotions.

Emotional marketing is usually done through provocative advertisements, which are predominantly visual and have a story to tell. It usually targets basic emotions such as Happiness, Fear, Anger, Sadness, etc., for different reactions.

If we try to go deeper into this, then we will find that it is a very important aspect of emotional branding. With this strategy of marketing, you can strengthen the identity and the perception of your brand.

Let me make this more simple for you.

Say you meet a person who is a stranger. At that time, the communication between you two will be very formal and, to some extent, distant. After some time, once you start engaging with this person, hearing about their life, struggles, motivations, etc., you begin to empathize with him/her. It almost seems like you connect to the person at some level because you have similar aspects. 

Now, this person no longer remains a stranger. He/she is now someone you can connect to an emotional level.

That is what emotional marketing does. It strengthens the connection of the customers with the brand through an emotional relatability. After all, it is this emotional aspect that will set your brand apart from others. The more sensitive your marketing campaigns will be, it will continue to heighten brand recognition.

4 Important Elements of Emotional Marketing

With emotionally high-charged marketing campaigns, you can grab the attention of your customers.

That is the reason why 31% of the ads which are based on emotional concepts succeed than 16% of the ads, which are based on neutral concepts. Hence, it influences the customer’s preferences and choices to buy a service/product.

So, let us learn more about the 4 elements of emotional marketing which are often used in the campaigns. Although there are many more emotions that are often targeted by marketers, these are the common ones.

1. Happiness 

Happiness is a profound and enjoyable emotion. After all, that is what we often seek in our lives and do not want to part with.

Marketing Happiness is a very effective way to spread brand recognition. This is one emotion everyone wants to experience. So when you give the customer the idea that your brand can make them happy, then you just attract them.

In fact, it is believed, campaigns that market and advertise happiness to flavor-up the brand, receive the maximum shares.

The best example here will be Coca-cola. Their entire branding strategy is based on “Open a Coke, Open Happiness”:

2. Fear

Fear is an emotion that plays on an unconscious level, and often you will notice how this emotion evokes different thoughts and sensations. 

This is the reason why Fear can help your customers remember your campaign more vividly. 

Campaigns based on this emotion receive more customer loyalty. It is like religion, which uses the innate insecurities residing within people to control their actions. After all, we are all afraid of the consequences.

The best example here is the advertisement from all beauty care products:

3. Anger

Anger is an emotion that compels people to take action. 

When you try to market Anger, it stimulates strong energy within the consumer, which can be redirected to a particular reaction. This also enhances engagement, as people participate in discussions, often placing their opinions.

For this reason, campaigns that are advertising their brand via this emotion gets viral very quickly.

To demonstrate this, the perfect example would be a poster which is urging people to focus on climate issues:

4. Sadness

Sadness is a very intimate emotion that has the power to acquire sympathy and support. It instantly binds people and allows them to relate to it in several factors.

This is the reason why advertisements that are marketed through the emotion of sadness implores people to think about it. It makes the customer ponder about the reasons for its existence. Hence, they receive maximum clicks, making the marketing a complete success

People tend to remember these ads for a longer time.

The best example would be UNICEF’s campaigns that urge people to extend their support:

Strategies for Emotional Marketing

Emotional marketing is not easy. It is as hard as decoding emotions itself. Hence to execute this perfectly, you need a strategy. 

Although this topic is quite complicated and vast, I will summarize some of the crucial points you can apply to orchestrate a perfect campaign.

So, hear me out:

1. Understanding Your Product/Service

Do you know your Business well?

This question might seem silly, but it is worth answering. This answer will bring out useful information needed for strategizing your emotional marketing campaigns.

The basic start is to understand your products/services. The questions that you can ask yourself is:

  • What is your business all about?
  • What product/service do you plan to sell?
  • What is the purpose of that product/service?
  • Where do you plan to sell your product/service?

Try to dig out all possible angles when answering. This will make sure that you are thorough with the understanding of your product/service.

Especially, once you are aware of the purpose that your business serves, you can then move to the very next step and understand which emotion to target.

2. Target Audience

After you figure out your business, then you move to the next aspect: Target Audience…

Emotional marketing is strongly based on human emotions. So you must outline your target audience.

This will maneuver your strategy, so that it makes the maximum sense, hitting the right cords in the right moment. 

We live in an archetypal world, where people are different but huddle in various generalized groups. As a marketer, when you make proper research and have enough knowledge about your target audience, you will know how to package your brand to make the most impact.

Say, people within the age group of 21-30 will have a different perspective on life than the age group of 60-70. The interests will be different, the expectations will be different. 

So, having a good idea about your target audience will guide you to wrap your campaigns in suitable wrapping paper.

3. Creating a Story

Now comes the fun part.

You have your product and the users of the product. Now, spun an exciting story that your customers will remember forever.

You can use these emotional triggers such as happiness, fear, anger, sadness, to pave a direction, where your customers can tread on.

Knowledge about the product’s purpose and target audience is the key to narrating a story that will linger in your audience’s mind. You can tap into your spectators’ minds and figure out the main thing that makes them tick.

For instance, let’s assume that your business is all about selling non-tobacco cigarettes. This means your target audiences are smokers. So to narrate your story for brand enhancement, you can use the emotion of FEAR. Like, how tobacco is harmful and can cause serious health issues. This can provoke the wide conglomerated segment of people to exchange their harmful habits for a more healthy option.

Create Your Templates for Emotional Marketing

Creating an ad poster based on this strategy is very intriguing. It challenges your ability to perceive emotions, which makes this game worthwhile.

Now, designing an ad poster for your campaigns can be a tricky business. This is because you will need a designer who has to understand your vision.

But what if I tell you that you can do it yourself!

At DocHipo you can download tons of document templates and use them to sizzle up your marketing strategies. 

The templates are all designed to reach the hearts of its viewers, making them look impactful and strong. 

Let me show you some of the emotionally charged poster templates that you will absolutely love!

How to Customize Your Template at DocHipo

Here I will guide you through a step-by-step process.

We will now use an example that will help us understand how we can create a poster on DocHipo for emotional marketing strategies.

Let’s assume that Mr. Jones is a maths teacher. He coaches school students privately, which means that his target audience is not the students but their parents.

Now parents, looking for a math teacher, must have basic fears, which can be used to attract attention. Probably, their fears will be rooted in their child’s uncertain future, which they try their best to secure in whatever means. 

Maths is definitely one of them!

So, Mr. Jones designs his ad poster in a way that will work on that insecurity.

Hence, here the steps start…

Step 1

You have to sign up to DocHipo and launch yourself on the colorful landing page.

Here you have three choices through which you can access the templates of the Document.

You can directly type “Poster” on the search panel for the option to appear. Or, you can click the Widget, “Business Essentials” on the left-side panel and select the document option. Or, you can just click the poster option place on the landing page:

Emotional Marketing: DocHipo's landing page

After you enter the document templates page, select a template that seems most appropriate to you. Like Mr. Jones has selected a template related to maths:

Emotional Marketing: Document templates page

Step 2

When you select the template, you will be redirected to the Document Information page, where you can add or change the details:

Emotional Marketing: Document information page

Step 3

After you click “Next”, you will enter the DocHipo’s editor:

Emotional Marketing: DocHipo's Editor

Now, it is designing time!

To create an advertisement poster based on the fear factor for Mr. Jones, I simply changed the text. As the rest seemed perfect.

If you want you can change the background, pattern, and so on. 

I have simply changed the text to, “ Is your child’s math grades not giving him the chance to excel? Then this is the right place…Enroll Now!”

Emotional Marketing: DocHipo's Editor

Step 4

When you’re done with designing, then download it.

Click on the three-dotted option at the top-right corner and select “Download” from the drop-down list.

You can download it in PNG or PDF in any quality, Normal-Medium-High. If you are printing this poster then it is recommended to choose the High-Quality option:

Emotional Marketing: Download the template

Tada! This is the final look:

Poster template for emotional marketing


Emotional marketing is a profound but interesting topic. In fact, this strategy is extremely effective in enhancing brand loyalty and recognition, because they focus on strong emotions that people constantly experience. This makes them automatically empathetic towards any campaign which reflects the mind and its tones.

But, in the pursuit of engaging with your customers via emotions, never be too opportunistic. This will probably reflect on your brand, making your strategies appear soggy and pretentious.

If you really want to be a star in this, then be sensitive and concerned about what your customers feel and think. I guess that’s the key to success.

And never forget that for all your design endeavors, DocHipo will always be there

If you ask us what DocHipo’s emotional marketing strategy is, then that’s probably based on happiness; because we are celebrating creativity by bringing colors, designs, and ideas right at the tip of your fingers and on your varied screen sizes.

So, hurry and sign up now!