Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Wellow uses the science of sound to signal comfort
Mar 6, 2023
They unpack how sound symbolism shaped the name 'Wello' to evoke comfort. Color choices and yellow’s associations are linked to perceived effects. The team emphasizes designing for ease rather than motivation to nudge behavior. Precise numeric claims and product design details are shown as tools to boost credibility and reduce friction.
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Founding Wello From Personal Need
- Michael Aaron Flicker started Wello after frequent flights left his legs tired and he discovered compression socks improved comfort.
- He founded Wello to make compression socks that were effective but also comfortable and attractive to wear.
Sound Symbolism Creates Emotional Links
- Richard Schott explains sound symbolism: people map soft sounds to soft shapes and feelings, like 'booba' for clouds.
- The name Wello uses soft sounds to evoke comfort and relaxation, strengthening brand associations.
Color Shapes Perceived Effectiveness
- Color influences perception through cultural associations, like red increasing placebo pain relief compared to blue.
- Richard Schott notes color effects are real but specific associations (e.g., yellow) are less certain.