THE COMPARISON OF THE SUBLIMINAL MESSAGE ELEMENTS AND NEURO-MARKETING APPROACH USAGE IN PACKAGE DESIGNS

AMBALAJ TASARIMINDA BİLİNÇALTI MESAJ ÖĞELERİNİN VE NÖROPAZARLAMA YAKLAŞIMININ KULLANIMLARININ KARŞILAŞTIRILMASI

Abstract

Nowadays, neuromarketing studies and the use of subliminal messages are confused, or even are not known. Therefore, in this study, the topics of packaging design, subliminal messages and neuromarketing are explained, and the use of the components of subliminal messages and neuro marketing in packaging design are compared. Package is a graphic element which accompany to the product from the prodcution phase to the consumer phase. Compared to other graphic design materials, ıt differs both in structre and its targets. In the strong competition environment, packages step in and help at selling the product to the consumer via affecting him. It is aimed to create an emotional effect on the consumer in this competition environment. Some designers and marketing experts who want to achieve this, use the subliminal messages which have been used since old times. Most of the messages that we can not understand in the conscious level can be understood at the subliminal level. That is why it becomes the target of the marketers. It conributes to the selling of the product by influencing the consumers via using the subliminal visual elements which even the most careful ones can not understand. It is possible to encounter this method widely even it si forbideen and not ethical at most countries. The neuro-marketing which is considered to be new method, helps to understand the real reasons under the consumers`choices of buying and the way they affect. In its basic definition it is the examination studies which investigate the way of the human brain reaction to the package designs and etc. İt is because the increasement in the number of the neuro-marketing applications, these two terms can be mixed. While subliminal marketing implants the messages to the consumers` conception secretly, under the normal conception level and directs the consumer to buy the product, neuromarketing method examines the consumers`reaction before the product take its place on the departments, markets and tries to define the elements which the consumer will react, after that the package design is tried to be formed. It means neuro-marketing have no aims such as directing the consumer to buy the product via affecting him using subliminal message elements. Package is a graphic element which accompany to the product from the prodcution phase to the consumer phase. Compared to other graphic design materials, ıt differs both in structre and its targets. In the strong competition environment, packages step in and help at Ambalaj Tasarımında Bilinçaltı Mesaj Öğelerinin ve Nöropazarlama… 127 Turkish Studies International Periodical For the Languages, Literature and History of Turkish or Turkic Volume 10/2 Winter 2015 selling the product to the consumer via affecting him. It is aimed to create an emotional effect on the consumer in this competition environment. Some designers and marketing experts who want to achieve this, use the subliminal messages which have been used since old times. Most of the messages that we can not understand in the conscious level can be understood at the subliminal level. That is why it becomes the target of the marketers. It conributes to the selling of the product by influencing the consumers via using the subliminal visual elements which even the most careful ones can not understand. It is possible to encounter this method widely even it si forbideen and not ethical at most countries. The neuro-marketing which is considered to be new method, helps to understand the real reasons under the consumers`choices of buying and the way they affect. In its basic definition it is the examination studies which investigate the way of the human brain reaction to the package designs and etc. İt is because the increasement in the number of the neuro-marketing applications, these two terms can be mixed. While subliminal marketing implants the messages to the consumers` conception secretly, under the normal conception level and directs the consumer to buy the product, neuromarketing method examines the consumers`reaction before the product take its place on the departments, markets and tries to define the elements which the consumer will react, after that the package design is tried to be formed. It means neuro-marketing have no aims such as directing the consumer to buy the product via affecting him using subliminal message elements. Packaging graphics should be designed bearing in mind the market, new trends, target audience, strategies of marketing etc. Otherwise, in the highly competitive market of today, it may not be able to accomplish to market the product to its consumer. With the use of neuro marketing, before a product is put on market, information about the effect of it can be gathered by doing researches about its package on the sample target audience. Therefore, it is possible to make necessary changes on the package in advance. The purpose of using the elements of subliminal advertising in packaging design is to exert influence on the consumer before starting competing with the rivals and to ensure that it makes the buying activity to occur. With the subliminal messages what is aimed at in reality is the acceptance of the situation. Some factors that are stimulated with the help of subliminal messages serve the purpose of making people accept the situation which may be either the purchase phase of a product or propaganda about an issue. For instance, when we see the package of some products, we feel like as if we were looking for that for years. At that point, our subconscious comes into play. It makes us believe that we find the product we are looking for. However, here, we cannot talk about persuasion. Our preference is influenced by the effect of our subconscious. Subliminal messages can exist sometimes in the packages of the products, sometimes in the advertisements of those products, and sometimes in the posters put on billboards. However, all of them serve to the same result. The aim of subliminal message

Özet

Günümüzde nöro pazarlama araştırmaları ile bilinçaltı mesaj kullanımı karıştırılmakta hatta bilinmemektedir. Bu nedenle bu çalışmada, ambalaj tasarımı, bilinçaltı mesaj, nöropazarlama konularına değinilmiş, ambalaj tasarımında bilinçaltı mesaj öğelerinin ve nöropazarlama yaklaşımının kullanımları karşılaştırılmıştır. Ambalaj, ürüne üretimden tüketiciye ulaşana kadar eşlik eden bir grafik çıktısıdır. Diğer grafik tasarım ürünlerine göre hem yapısı hem de hedefleri anlamında farklılıklar gösterir. Yoğun rekabetin olduğu ortamda ambalajlar devreye girer ve müşterisini etkileyerek ürünün satın alınma aşamasına yardımcı olur. Ambalajların, bu rekabet ortamında, tüketicide duygusal bir etki yaratması hedeflenmektedir. Bunu başarmak isteyen bazı tasarımcı ve pazarlamacılar çok eskilerden beri kullanılan bilinçaltına hükmeden mesajları kullanmaktadır. Bilinçli düzeyde algılayamadığımız birçok mesajı bilinçaltımız algılamaktadır. Bu nedenle pazarlamacıların hedefi haline gelmektedir. Çok dikkatli izleyicilerin bile çoğu zaman fark edemedikleri görseller kullanarak tüketicileri etkisi altına alarak ürünü satın almasına katkıda bulunur. Birçok ülke tarafından yasak ve etik olmayan bu yöntemin sıklıkla kullanıldığını gözlemlemek mümkündür. Bir de geçmişi çok eskiye dayanmayan nöro pazarlama yöntemi, tüketicilerin satın alma kararlarının ve tercihlerinin altında yatan gerçek nedenleri anlamaya yardımcı olmaktadır. En basit şekliyle ambalaj tasarımı vb. ürünlerin üzerinde yer alan pazarlama uyaranlarına insan beyninin nasıl tepkiler verdiğini uygulamalarının artması ile bu iki kavram sıkça birbirine karıştırılmaktadır. Ambalajlara bilinçaltı mesaj öğeleri yerleştirilirken normal algı düzeyinin altında gizli olarak yerleştirilip tüketici satın almaya yönlendirilirken, nöro pazarlama yaklaşımında satışa ürün çıkmadan önce tüketici hangi reyona bakar, hangi görsele nasıl tepki verir gibi değişkenler tespit edilerek ona göre tasarımın oluşturulması hedeflenmektedir. Yani nöro pazarlamanın amaçları arasında gizli