Men and women shop differently
Focus on Specs vs. Focus on Image
The most common items men buy are
I headed straight to the section where the item I was looking for was located, andThe type who buys something quickly and heads right home.
On the other hand, the most common shopping activities for women are
Even though I went out shopping with a specific purpose in mind,
I'm the type of person who, while I'm at it, ends up window-shopping for things that have absolutely nothing to do with what I'm looking for.
「Going shopping with women is stressful.」
Have you ever heard a man say something like that?
That can't be helped.
That's because factors such as numbers and functionality, etc.,SpecificationsMen who prioritize... and
"Does it 'click'?" or
"Can you relate to the story behind the product?" and so on,
ImageCompared to women who are influenced by...
That's because their purchasing behaviors and mindsets are very different.
Women just want to see themselves at their absolute best.
Men and women have different ideas of what their ideal is.
When they're young, boys are generally fascinated by Super Sentai heroes and vehicles, and
Most girls tend to be fascinated by playing princess and dressing up dolls.
That feeling doesn't change much even as you grow up, and
The man said, “Something stronger and cooler","
The woman said, “Princess of Dreams"I look up to..."
Women always dream of being princesses, and
「The Best Version of Myself"I just want to look at that."
There is a significant difference between men and women in their “perceptions of marriage.”
[Photos of Newlywed Couples]
[Photo of the flower shower scene]
Both of the top two photos have the theme of “the ideal marriage.”
It's a lovely photo, isn't it?
Regarding these two photos
For men, the first "Photos of Newlywed Couples"There is a tendency to look up to [...], and
For women, the second "Photos of the flower shower scene" tend to look up to it.
Why on earth did this difference arise?
It comes down to how the first photo, “Newlywed Family,” is interpreted.
From a man’s perspective, this is a photo of a couple cooking together happily—it looks so enjoyable that it makes me envy them.
On the other hand, when women see this photo,
"If I get married, I'll have to cook every day..."
"Once I have a child, I won't have any time for myself..."
"You look busy..."
Things like that make me can’t help but focus on reality.
Women tend to be much more realistic than men.
Even when I'm shopping, when I can see this negative reality shining through like this,
It will kill my desire to buy.
That's why women should alwaysOnly the ideal scenesLet me show you.
Reasons Why Women Often Make Impulse Purchases
Women, when it comes to who they are right now,
I go about my days feeling like, “Something’s missing…”
For women, who they are right now is “A Temporary Form"in"
The ideal I have in mind is “True Form"."
And he unconsciously believed that there was a magic spell that would restore him to his true form, and
When women come across a product that makes them feel as if it were magic,
You'll find yourself unable to resist making an impulse purchase.
When women go window shopping to buy cosmetics and clothes,
The moment I buy it, “It looks like it could work some magic!"I only buy things that I genuinely think, 'This is it.'"
Therefore, to sell products to women,
「If this works, maybe I can get back to my true self!"—making you think,
It is necessary to set the stage for a fateful encounter.
Colors and Designs for Selling Products to Women
The Importance of Color
When people make judgments, they are unconsciously influenced by color, and
Color also plays a major role when deciding whether to buy a product.
For example, Google, a global giant,
In 2012, to decide on the color of text links,
We prepared approximately 50 different shades of "blue" and conducted tests around the world.
Based on the blue color with the highest click-through rate selected through this test,
$200 million (approximately 24 billion yen)It is said to have generated a profit.
The general impressions colors evoke are as follows.
You shouldn't choose colors or designs based on your own preferences.
It is important to consider the purpose of your project and choose colors strategically.
Women have a stronger ability to perceive things intuitively than men do.
The human brain tries to conserve as much energy as possible,
We unconsciously determine whether information is necessary for us or not.
Women have a stronger ability to perceive things intuitively than men, and
In the blink of an eye
「This seems relevant to me」「Seems trustworthy" is what it's determining.
That is precisely why the power of color and design is greater than you might imagine, and
Even slight changes in color or design can have a significant impact on sales.
Differences in Perception of Pink Between Men and Women
Men and women have different perceptions of color.
For men, “red is red” and “pink is pink,”
Many people say they all look the same, but,
Women can distinguish subtle differences even within the same color family.
Amid a variety of colors
The difference in how men and women perceive things is most clearly evident in “Pink」。
Generally speaking, the shade of pink that comes to mind for men is a “cool-toned pink,” but,
Many women think of "warm-toned pink" and tend to prefer it.
Even when it comes to just the color pink, the impression it gives can vary greatly.
「Magenta" is a shade of pink that mature women tend to like.
It's popular among women who want to stay feminine forever.
「Lavender" gives an elegant and smart impression
This shade of pink is popular among women who want to look elegant and graceful.
「Salmon pink" has a relaxed atmosphere and
This is effective when you want to create a retro look.
「Coral Pink" has the effect of making you look bright and healthy, so
It's also a popular color for cosmetics like lip gloss.
I used pink as a prime example to illustrate the differences in how men and women perceive color.
Furthermore, pink not only makes it easy to see the differences in perception between men and women, but also,
For women of all ages, it’s a special color that appeals to their feminine side.
When used effectively, the color pink can spark women's desire to buy.
On product packaging, landing pages, websites, etc.
Let's use the right shade of pink to boost sales.
Appealing to the Five Senses Through Photography
Rather than expressing what I want to convey using text alone,
Using photos, videos, and other media,
If you try to present it in a way that allows people to grasp it intuitively as much as possible,
You'll find it easier to connect with women.
I think it will be easier to understand if you look at the image above and compare them.
It's much easier to understand if you explain how to use it with photos.
It should be easy for you to imagine actually using it yourself.
Women areSituations where you can instantly visualize specific resultsWhen I'm shown
That's when the impulse-buying switch flips.
Photos and videos are effective ways to trigger that response.
Copywriting to Sell Products to Women
Clarity is the most important thing
The secret to writing that resonates with women is,
Translating explanations from the seller's perspective into language that resonates with womenThat's it.
A text full of technical jargon won't resonate with women at all.
Always write from a woman's perspective, and
You should strive to write in a clear and concise manner.
Onomatopoeia and mimetic words resonate
In cosmetics advertisements,
"It absorbs so smoothly, it makes you want to keep touching it..."Smooth"!"—as in,
To help you better visualize what it looks like, how it moves, and how it feels,
Onomatopoeic and mimetic words appear throughout the text.
The more a description helps readers imagine how a product feels when they use it, the better it conveys the product's merits.
[Commonly Used Onomatopoeic Words and Mimetic Words]
Writing a Piece for Just One Person
Product promotions on the Internet, such as on websites and in email newsletters,
Basically, we can't see the customers' reactions, so we can only give one-sided explanations.
Therefore,
In advance
「To whom, what, and in what tone should I explain this?」
If we don't decide on that,
It ended up being a superficial and shallow piece of writing, and
The result is writing that fails to resonate with anyone.
Carefully define a clear target audience (persona)、
Writing for that one person is
It conveys a stronger message.
Also,
By writing a piece aimed at just one person, I end up narrowing my target audience too much,
There's no need to worry that you might lose customers.
Words written with one person in mind often end up resonating with a wider audience.
Alleviating Anxiety in Advance
When people buy products
"You won't regret buying it," "You'll get a quality product," and so on,
I want to be able to make a purchase with peace of mind.
One effective way to instill that sense of security is through authority.
「Featured in numerous magazines!」
「Winner of the ○○ Award」
「~No. 1 on the Rankings」
Just having a comment like this included
"This is a popular product."
"I don't really get it, but it sounds amazing."
That's what I can't help but think.
So, let’s build up our media coverage and make the most of it.
Inserting Numbers into Text
It’s often said that numbers don’t resonate with women.
However, that is a complete lie.
Including numbers makes things more concrete and easier to understand.
For women, too,
"Numbers" are the spice that fuels our desire to achieve.
*Seeing the "25% OFF" promotion makes me want to visit the store.
Summary
What did you think?
It's really hard for men to understand how women feel, isn't it?
However, when it comes to selling products aimed at women, we can’t afford to be so casual.
I hope you find this article helpful, even if just a little.
Hide&Seek, Inc. provides advertising management services, as well as,
We provide management services for Amazon, Rakuten, Yahoo!, and other platforms.
If you have any questions, please feel free to contact us.
