Liz Stinson pulls a few of the more blatant tricks from Marc Andrews’ book Hidden Persuasion; tricks advertisers use to get you to buy, whether you want to or not.
Heineken is playing a visual trick on you every time you go to the beer aisle. Next time you’re standing there mulling over Budweiser or the Dutch brew, just take a moment to look at the latter’s logo. You might not notice it at first, but in comparison to the other letters, the three “e”s in Heineken are slanted slightly backwards, their bottoms curved, grinning up at you with a toothless smile. “There’s nothing human about a typeface, but this slightly turned “e” gives the feeling of smiling,” says Marc Andrews, a creative director and psychologist from Amsterdam. “And this gives you a totally different relationship to the brand.”
People think that their decisions and choices are most of the time made consciously and rational, relating to their wishes, interests and motivations. Fact is, that most of our decisions in daily life are made on an unconscious level, which means we are quite vulnerable to persuasion attempts which effect our unconsciousness.
How many similar tricks does Apple employ to get us to like the company, trust the company, and buy more toys from the company?