Delicious food, there will be times when you get tired of eating; pleasant scenery, there will be times when you get tired of watching. There will also be "tired" times in marketing.
While the quality of consumer demand is improving and market choices are increasing, how to eliminate consumers' aesthetic fatigue and continue to attract consumers' attention has become an unavoidable practical problem for enterprises.
Correct interpretation of aesthetic fatigue can facilitate marketers to prescribe the right medicine and allow consumers to "relieve fatigue".
1. Aesthetic fatigue - a new challenge for visual marketing
With the rapid development of the marketing telemarketing list industry, aesthetic fatigue has evolved from public complaints to an important problem in the market economy. The so-called aesthetic fatigue is used to describe the boredom and numbness telemarketing list caused by long-term contact with something.
Consumers' aesthetic fatigue can be divided into two types: one is dazzling in quantity; the other is boredom in time.
Similar to the "diminishing marginal benefit" in economics, consumers' emotions towards visual marketing elements increase from weak to strong, and after reaching a certain level, "negative emotions" are generated, which are contrary to the original intention of the sellers.
Second, why consumers "aesthetic fatigue"?
The appearance of aesthetic fatigue has its objective inevitability.
The era of "good stores do not worry about customers and good products do not worry about selling" has become a thing of the past, and the prevalence of "appearance marketing" has put forward new requirements for product aesthetics. In the marketing environment, there is a lack of competition barriers, and businesses imitate and follow suit without limit, resulting in a chaotic aesthetic environment. Especially with the emergence and widespread application of cutting-edge technologies such as big data, Internet+, and AI, many good aesthetic marketing can only be short-lived due to consumers' aesthetic fatigue.
In addition, from the point of view of marketing aesthetics, the nature of consumption aesthetics has changed: the past "focused" aesthetics has become a "fast food aesthetics" for recreation and entertainment under the catalysis of powerful and complex visual impact.
How long can this pattern last.
1. Merchant, attracting attention ≠ wandering
What did the businessman do wrong?
It is true that merchants do not dare to be careless and do not want to be left behind in a fast-paced aesthetic environment, but poor aesthetic output skills still need to be improved.
Most businesses are driven by excessive interests and fail to really take into account the feelings of consumers. Enterprises have not yet understood the laws of aesthetics, and have not even realized that consumers are individuals with different emotional appeals. Consumers are the only "judges" of beauty. Merchants should "cater to aesthetic needs" instead of trying to "create aesthetic needs".
In the great imbalance of limited attention of consumers and unlimited demands of businesses, companies have entered the minefield with a little carelessness: crappy product placement; marketing routines that do not change the soup... New ideas, empty content and no connotation, such visual products are like "premature babies", and their fragile vitality cannot stand the test of consumers' aesthetics.
You must know that simply exposure to attract attention does not mean mindful marketing. At a time when attention has become a scarce resource, aesthetic marketing that directly hits consumers' pain points has become particularly important.
Just abusing specific aesthetic marketing methods, not paying attention to consumers' aesthetic needs, and not actively innovating marketing aesthetics, how can we break through the bottleneck of consumers' aesthetic fatigue? Therefore, it is not enough to simply pursue the "beauty" in form just to attract attention. If you want to get continuous attention from consumers without getting bored, you must be careful!
2. Consumers are "numb and picky" and their aesthetic level has improved
In recent years of aesthetic marketing cases, it is not difficult to find that consumers are increasingly choosing products based on the aesthetic value of product aesthetics and the uniqueness of visual elements.
On the one hand, it can be concluded from marketing phenomena and data analysis that aesthetic objects are becoming life-like.
As an element of visual marketing, aesthetic objects have penetrated into people's daily life. Overwhelming aesthetic stimuli hit consumers like a virus. Over time, the "aesthetic antibodies" produced make consumers less easily moved. From active aesthetics to passive aesthetics, consumers have consumed too much. It is no wonder that excessive visual stimulation overloads consumers' psychology. It is such a change that consumers will inevitably have a "numb" psychological reaction when they consume aesthetically.