Mascots (from the English mascot – a person, animal or object that brings good luck) help create a recognizable image that is associated with a certain company or product. They become the face of the brand and help consumers easily identify it among competitors. Moreover, mascots can be used in various contexts: from product packaging to advertising campaigns, which increases their impact on the target audience.
For example, when we see a pink running rabbit, we immediately understand that it is Duracell. Or a cheerful and friendly cheetah immediately reminds us of Cheetos.
One of the most powerful abilities of mascots is their ability to evoke an emotional response in consumers. They are usually created with psychological aspects in mind and with features that evoke positive emotions in people.
The colors, plasticity, and facial expressions of a cartoon russia cell phone number list character allow for the most accurate depiction of its mood. Thus, the viewer understands at first glance whether the character is evil or kind, strong or weak, cheerful or serious. Such emotional connections help establish long-term attachment and increase brand loyalty. Consumers associate pleasant feelings with the products represented by mascots and choose them more often.
For example, the owl from the TV show "What? Where? When?" is associated with wisdom, confidence and determination and conveys the nature of an intellectual game.
The Magic of Mascots: How Visual Images Become the Soul of Brands - Image 2
Make the complex simple
Proper branding helps the audience understand the product better, and as a result, they are more willing to interact with it. And here mascots play an important role. For example, SberKot increases the financial literacy of clients through simple communication on social networks and explains the features of the banking system in a game form. Or the Duolingo bird, which helps learn languages in the form of a game.
Expanding the target audience
This is especially true if you want to attract a younger audience. A mascot reduces the emotional distance between potential consumers and makes the brand more accessible.