Digital advertising has completely changed the way brands connect with consumers, using psychology to make ads more engaging, memorable and more persuasive. The best ads tap into human behaviour to grab attention, build trust and drive action. This quick guide breaks down the psychological tricks that make digital ads work and how they influence the way we think, feel, and buy.

One of the big challenges in advertising is how to stand out. Brands use a variety of techniques including high contrast, movement and the use of engaging visuals such as videos, CGI or animations to stop you scrolling. We’ve also seen the rise of ‘native advertising’, a form of paid advertising that blends in with the style and function of the platform it appears on, to avoid “banner blindness”. Ever read an article and not realised it was an advert until you saw the tiny writing that says “in partnership with…” or “sponsored”? That’s native advertising!

It’s not just the look of the advert that advertisers use psychology techniques for, they use mental shortcuts, like the anchoring effect and framing effect, to influence what people buy. The anchoring effect happens when a high price is shown next to a discounted price, making the discount seem like a great deal. The framing effect changes how people see a deal based on wording – for example, saying “save 20%” instead of “spend 80%”. These tricks quietly shape how people make decisions and see value.

A great ad doesn’t just sell – it makes you feel! Whether it’s tearing up at a Christmas ad where a kid finally gets his dream toy or laughing at animals acting like humans, emotional appeal is one of the strongest tools in advertising. Ads that spark joy, nostalgia, or pride, stick with us, boost brand recall and get shared more on social media. Because let’s face it – who doesn’t love a good heartwarming ad?

Nowadays, people don’t buy on impulse anymore – it’s a labour of love, where they research, read reviews and check ratings before making a decision. This is ‘social proof’ in action: we look to others to validate our choices. Brands use testimonials, influencer endorsements and customer reviews to build credibility and trust. The more engagement an ad gets, the more legitimate it seems – because if so many people like it, it must be good…right?

At Seven Digital, we’ve seen firsthand how powerful emotional storytelling boosts campaign effectiveness, whether it’s driving brand recall or increasing engagement.

Consumers like to feel special, as if the advert was to be speaking to them as an individual and their values, lifestyle and identity. This is where personalised ads come in. Brands will craft a message so it resonates with a specific audience group, such as the fitness fanatic or the eco-conscious. This targeted approach creates a deeper emotional connection, enhancing brand loyalty.

We’ve gone through the techniques, but how much of this is ethical? Can advertising ever be truly virtuous? While laws prevent outright manipulation, such as fake discounts that are not even real deals, advertisers still find clever ways to influence behaviour. With data privacy laws tightening and consumers demanding more transparency, brands are walking a fine line. Are they becoming more upfront, or just better at hiding the psychology behind their tactics?

In conclusion, psychological practices are integral to successful digital advertising. At Seven Digital, we leverage proven psychological strategies – including attention-grabbing visuals, cognitive biases, emotional appeal, social proof, and personalised messaging – to craft ads that resonate deeply with consumers. While these tactics are powerful, we believe in using them ethically and transparently to foster long-term trust and loyalty.

Interested in taking your digital advertising to the next level? Connect with Seven Digital today and discover how psychology-backed strategies can enhance your brand’s impact. Contact us today!