Keep It Simple
Why Simplicity Is Important In The Custom Framing Design Process
Neuro Marketing is the science that studies how our brains make buying decisions. It’s a very interesting study to read about and can help custom framers relate to customers. One of the things Neuro Marketing has shown is that no matter how sophisticated we believe we are, we are still most heavily influenced by our primitive instincts- to fight or flee. Studies show that when confronted with difficult, complex buying decisions, our brains would rather avoid those types of buying situations (flee).
A few years ago a study was done to help determine why so few people use custom framing. One of the major findings of the study showed that consumers thought the process of purchasing custom framing was overwhelming and too complex. That’s not good news for our industry, because as Neuro Marketing has shown, our primitive brains do not enjoy complex decision making.
One of the things I’ve noticed when observing designers sell to customers is the tendency to use industry or professional terms. We often use expressions like “drymount” or “float” when we describe our designs to those who must make the buying decision. What Neuro Marketing has shown is that using complex terms actually inhibits decision making for the buyer. Our primitive brains hate struggling with complex terms.
I’ve also noticed that we have a tendency to use these professional terms when we describe processes and products in our marketing. For example, the word “shadowbox” is frequently used by framers to market what they can create. I suppose that because this term has been around for decades, many believe that everyone knows the meaning. But even if they do know, or have some idea about the meaning, the term is not very inviting to our primitive brains. Why? Because “shadowbox” describes no real tangible benefit to the buyer. Who really wants a “shadowbox”? What benefit does it bring to me? However, if this product was described by a couple of the benefits it brings to the buyer, the primitive brain can now relate. Describing a “shadowbox” as a product which displays and protects your memories is a much more tangible thing for our primitive brains to envision and relate to.
The truth is that the custom framing industry is actually better positioned to relate to primitive brain decision making than most other industries because ours is a visual industry. Our primitive brains process visuals much better than words. So if we show design techniques instead of describe them, we make buying decisions much easier. If you could point to an example of a “floated” piece of artwork instead of using the term, science shows that you will make it much easier for the buyer. Incorporating design techniques and products like fillets and premium glazing into samples so that you can show instead of tell, reduces the work that buyers have to do and lets them instantly see the benefits of what you can create.
Try showing end results instead of describing them and you will be changing the way consumers think about our industry. Make sure your social media posts show examples of the benefits your designs bring to your customers and resist the urge to use any professional or industry terms when marketing or selling. The experts in science say it will help your business and change the perception of our industry.