Consumer psychology : innovative minimalist marketing

Abstract

Purpose: The purpose of this study is to better understand millennial consumer perceptions and opinions towards minimalist marketing techniques. Methodology: In-depth semi-structured one-to-one interviews were the field research tool used. These interviews were carried out to gain an insight on advertising innovation. To analyse psychological perceptions and gather information on minimalist design and its effectiveness with regard to minimalist advertising techniques. Findings: The findings show that minimalist advertising influences the clarity of message, affects the emotions, and brings forward the perception of the corporate brand through the representations. Minimalism, by means of the representations do not stand out, and is semiinnovative in the eyes of the millennial consumer. Nonetheless, the representations had an exceptional design and they were straight forward with no clutter. Effectiveness by means of segmentation and targeting should be acknowledged by the marketers of the representations since the consumers have purchase intentions when viewing the designs. Research limitations: The number of participants do not reflect the whole spectrum of the millennial audience. The findings from the study reflect reality at that specific time, deeming them reliable to a certain extent, in terms of generalizability. Purposive sampling is associated with the risk of bias. Practical Implications: This study suggests the use of practical market research, by gaining an idea on consumer perceptions and responses to elements of design by means of a minimalist advertising style targeting the millennial audience. Originality and value: From this study, a marketer can gain knowledge on how to implement a minimalist style to advertising, physical and web representations for the millennial target audience.