Psychographics

Psycho Graphics....

Yea, that's pretty much what I thought of when I heard the word. But it turns out psycho-graphics is not only an awesome name for a tattoo parlor but it is actually a sort of analysis of how, why, and what you spend money on and though it looks a lot more boring than my original mental image...

it is actually a very interesting study. After taking a sort of survey like test I got to find out where I fit into the psycho-graphics chart. As it turns out my primary result was "Experiencers". Which is defined as follows:

Experiencers are motivated by self-expression. Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities

Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good and having "cool" stuff.

Which is largely true for me. Almost any extra money I have that isn't spent on practical or essential things is spent on clothing and video games. Aside from the whole sports and outdoor activities part this is me to a "T".

My secondary result was in the "Innovators" catagory. and it is defined as:

Innovators are successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Which is very flattering but unfortunately a little more untrue than the last. It would be mostly true, if I had the financial recourses it claims I do. However, I don't flatter myself to think I would be a great leader. Though it is true that I love new ideas and technology. Trust me when I say, if I had the money you bet I would be spending it on "the finer things in life".

This test was a fun way of delving a little deeper into myself and seeing some things that I had just never thought to look for about myself. People don't usually think to themselves "why do I buy the things I do and what does that say about me in relation to others?" but it sure is fun to find out. This could also help you if you maybe have some financial problems as I do, to figure out why that is. Maybe you're waisting too much money on that second vacation you don't really need or that third BMW to show up your neighbors new Audi. Or if not, it's kinda cool anyway just to see where you fit on the scale.

Interpretation of an advertisement.

Pretty amusing huh? I thought so at least, but if you're anything like me, advertisements for goods just sort of roll off your back and don't really affect your judgement...or do they?!

Lets face it advertising companies know people don't really pay attention to ads, at least not as much as they would like. So companies have been coming up with new ways to make you want stuff for as long as people have been selling. This particular ad seems straight forward but there are so many things going on that we, the casual observers, don't even register at a first glance. It caught my eye because I found it humorous which is probably what the creators were going for to catch your eye long enough to receive their message. I instantly recognized the product they were selling and why I should buy it. Pepsi is a huge part of American culture. They even use the colors Americans identify most with, red, white, and blue. Even though I used to consider myself immune to advertising, his ad has already worked on me.

This particular ad creates an upbeat and playful atmosphere by using bright colors (that are emblematic of their product) and the eye catching image of a straw coming to life and refusing to be used in their competitors product. Even though they don't use the Coke name, lets face it we know what it is. Removing the label does more than what you might think though. By removing the label the can is left plain and boring making their Pepsi can look even better in comparison already. This also adds to the ad's overall simplicity. It gives us straight forward symmetrical images with recognizable labeling. You just get it in a second, which is probably about as much time I would spend on this ad if I were flipping through a magazine. Little space is lost and all the blank blue space in the background just serves to direct your attention more fully onto the products themselves.

There is little written words in this advertisement because there doesn't need to be. People don't take a lot of time to read ads so this Pepsi ad kept it short sweet and to the point "the joy of Pepsi". most of the words are practically lost to small type and the ones they emphasize are "joy" and "Pepsi" because that is all the people glancing over this ad need to know. Pepsi goes hand in hand with joy.

Advertising has become such a part of our lives that advertising companies have to constantly evolve to catch the consumers off guard and slip under their radar. It has become a huge game of who can outsmart who first, though I suppose that sounds a lot more cynical than I actually feel. It might ruin commercials forever for you (or not if you're into this sort of thing) but next time you see something being advertised just take a look at all the tiny details put into these things and how every facet has been planned out and what that really means to you as a consumer.