Sometimes, as consumers, our pride prevents us from admitting how much external influences shape our buying decisions. We act as though our choices are purely conscious and controlled, yet the reality is often hidden in plain sight.

Honing the psychology of persuasion while avoiding resistance and engaging the imagination is one of the most powerful marketing approaches. Striking the delicate balance between persuasion and respect is an effective yet sometimes overlooked method of turning someone into a customer.

As marketers, we’ve all been guilty of overwhelming customers with excessive information and aggressive sales tactics. Personally, I’ve fallen into the trap of assuming that simply highlighting product features is enough to drive desire. But this raises important questions:

Why should a product's features automatically differentiate it from the competition? How can I know if a particular feature genuinely benefits the customer? What truly motivates someone to make a purchase?

We often feel that bombarding customers with details is the key to winning them over. But is it? When a customer feels overwhelmed with information, they may end up confused, or worse, put off entirely.

Sure, some consumers may be persuaded by facts and converted. But what about those who don’t know what they want yet? If I’m not aware of a product or why I should care about it, details alone won’t convince me.

This is where the power of subtle suggestion comes in. Instead of stating facts outright, great marketing takes customers on an adventure, engaging their imagination.

Nike’s iconic “Just Do It” slogan is another masterclass in subtle suggestion. It’s not a question, nor does it pander. It’s a statement that implies you already know what to do and challenges you to act on it. With Nike, the suggestion is simple: you can achieve greatness, if you’re wearing their gear.

The ad shows Spike Lee’s character, Mars Blackmon, questioning Michael Jordan: “Is it the haircut?” “Is it the shorts?” “Is it the shoes?” Spike repeats this last question multiple times: “It’s gotta be the shoes!”

Michael denies it each time because, of course, his greatness isn’t tied to his shoes. Everyone knows that wearing Jordans won’t turn them into Michael Jordan, but the campaign invites them to imagine it might.

Nike never tells you the shoes make players great. They don’t dive into the science, materials, or features. Instead, they leave you wondering: Could these shoes make me like Mike?

This subtlety became the blueprint for basketball shoe marketing. Today, signature sneakers create the same aspirational link between athletes and their fans. For instance, Shai Gilgeous-Alexander wears Converse, I might think, I need those shoes to play like him. Sure, I’ll never become Shai, but I can still imagine being him, if only for a moment.

Nike’s mastery of imagination doesn’t stop with basketball. The 2014 “Winner Stays” campaign demonstrates how this approach transcends sports.

The ad begins with a group of kids playing a casual park game. As they call out their favourite players, they gradually transform into those stars, Messi, Ronaldo, and others, on a world stage, wearing Nike gear.

Nike implies that their boots and kits enable greatness. Yet the ad ends on a powerful note: one kid takes the winning penalty as himself, not a famous player. This reinforces individuality, while still wearing Nike.

Not everyone aspires to athletic greatness, some aspire to beauty. While athletes may inspire you to buy sportswear, this isn’t the only industry using this formula.

Makeup brands use subtle suggestions masterfully by focusing on aspiration rather than features. They sell a dream, not just a product. A lipstick campaign doesn’t tell you about its formula, it shows you what wearing it could make you feel: glamorous, confident, beautiful.

Sometimes, even small visual cues influence decision-making. A fascinating example in advertising is the common practice of setting watches to 10:10 in ads. Why?

This symmetrical time subtly resembles a smile, giving the product a more inviting and positive appeal. It’s these subconscious primers that leave a lasting impression, often without consumers even realising it.

Typography isn’t just about readability; it’s a hidden influencer. Bold, blocky fonts convey authority and strength, while elegant, flowing scripts evoke luxury and sophistication. Even something as simple as the spacing between letters, kerning, can shape how credible and trustworthy a message appears. Marketing materials that fail to align typography with the intended emotional tone may lose their persuasive impact.

Apple exemplifies the persuasive power of typography in its packaging design. The company employs clean, sleek fonts that align with its minimalist and innovative brand identity. This deliberate choice of typography conveys a sense of modernity and sophistication, reinforcing Apple's image as a leader in technology and design.

Psychology Colours are not neutral, they carry psychological weight. Red stimulates urgency and energy, often employed in clearance sales. Meanwhile, blue exudes trust and dependability, a favourite of banks and technology brands.

Beyond colour, shapes also send signals: circular logos imply unity and inclusivity, while sharp-edged designs suggest precision and strength. Effective marketers carefully craft these visual elements to align with brand identity.

Starbucks effectively utilises colour and shape psychology in its branding. The green colour in its logo is associated with nature, growth, and relaxation, which aligns with the brand's image of providing a calming and inviting environment. The circular shape of the logo suggests unity and community, reinforcing Starbucks' focus on creating a welcoming space for customers.

First impressions matter—packaging is often the customer’s first interaction with a product. Attractive packaging, with clever use of colour and shape, can elevate a product’s perceived value. In contrast, cheap or confusing packaging may devalue even a premium product.

For example, luxury brands often use minimalist, matte-finished packaging to suggest sophistication and quality.

The masters of this? Apple

Apple's packaging exemplifies how thoughtful design can elevate a product's perceived value. The minimalist white boxes, crafted from high-quality materials, create a sense of anticipation and luxury.

The unboxing experience is meticulously engineered; for instance, the lid is designed to slide off slowly, building suspense as the product is revealed. Inside, components are arranged with precision, reflecting the company's attention to detail. This deliberate approach not only protects the product but also reinforces Apple's brand identity, making the packaging an integral part of the overall user experience.

Hidden in Plain Sight While overt subliminal marketing is restricted or outright illegal in some regions, many brands adapt by embedding subtle cues into their visuals. From hidden images within logos to suggestive patterns, these tactics can reinforce brand messages without drawing overt attention.

One of the most well known examples being the Amazon logo. The design features a smile-like arrow pointing from 'A' to 'Z', suggesting that the company offers a wide range of products, from A to Z, and aims to make customers happy. This hidden message reinforces Amazon's extensive product selection and customer satisfaction focus.

Effective marketing is as much about subtlety as it is about persuasion. The most impactful campaigns don’t merely present facts; they invite consumers to imagine a better version of themselves, achievable through the product or service on offer.

Techniques like Nike’s assertive slogan, strategic use of colours, typography, and packaging design all tap into subconscious triggers to influence perception and desire.

By planting small psychological cues, whether it's a smiling watch face or an empowering slogan, brands guide consumers toward decisions without overwhelming them.

They inspire, engage, and build trust, all while respecting the customer’s autonomy.

Ultimately, marketing’s greatest strength lies in understanding human behaviour and creating experiences that resonate. This blend of science, art, and imagination is what transforms ordinary products into symbols of aspiration and loyalty.