The psychotype of Hedonists in the Psychea model

Representatives of this audience love to be the center of attention. These are lovers of everything new, vivid impressions, always in pursuit of fashion and trends.

Main characteristics

Key needs: novelty, status, pleasure. 
Manner of perception: through the centers of pleasure and enjoyment.
How he comprehends: impulsively, superficially, without structure, emotionally.
How he makes decisions: impulsively, demonstratively.

This psychotype values ​​in life, first of all, pleasure in all its manifestations: food, work, family, relaxation. If they see that they cannot get pleasure from some area, they are ready to give it up altogether. Hedonists value money and freedom of choice. This allows them to get the most out of life without wasting time thinking. They are prone to spontaneous purchases and feel uncomfortable with financial restrictions.

The main strategy for this psychotype is to demonstrate their own status and differences. They adore pleasures and momentary joys, are not shy in their desires and are sometimes ready to sacrifice work in order to receive pleasant emotions. They believe that you need to get maximum pleasure from life, constantly move and not be a “gray mass”. Hedonists are fans of bright and unusual travel and entertainment. Large purchases are made impulsively, influenced by trends and fashion. They don’t like purchases that involve a lot of digging through papers, because they want “here” and “now”.

In the life of Hedonists, food plays a very significant role. They also try to get maximum pleasure from the process of cooking it: choosing ingredients from a fashionable market, using designer knives from Karima Rashid, cooking in pans from Zwilling, and so on. They prefer to spend their free time on entertainment in a company, because they cannot implement demonstrative behavior alone. They love active and varied holidays - it is almost impossible to catch hedonists in the same place twice.

Suitable design for Hedonists

This is who you should use your designer creativity for! This group of users positively perceives everything bright, innovative and unusual, especially when it is presented emotionally and lively. A hedonist will happily buy a black donut, a cap with a transparent visor and sneakers with wings. When designing for hedonists, you can give free rein to your imagination. However, you shouldn’t turn the interface into a quest to find what you need. This category of users is quite impatient and will not bother with a long search, while they have a confident user experience and appreciate the convenience of services.

Anything associated with speed, pleasure and positivity is welcome. For this audience, you can safely use graphics, animation, 3D animation and other know-how special effects. The less a product is understandable and attractive to the average user, the more likely it is to hook a Hedonist; innovation is their passion.

Placements

Hedonists fall for everything bright and impressively designed. They will not pay attention to nondescript “sticky advertising” in the subway or at bus stops, while innovative digital media with 3D visualization in shopping malls will definitely attract their attention. Representatives of this audience prefer emotionally striking advertising with a non-trivial design, for example, Curtis tea or new Borjomi packaging.

Hedonists are ardent fans of social networks: YouTube, Facebook, Instagram. It is most effective to place advertising media near or inside conceptual bars, restaurants or fashionable co-working spaces so adored by hedonists.

Features of communication

Considering that this category of consumers strives to have a “holiday every day,” it is encouraged to make the style of communication with them more daring, with bright appeals. 
A distinctive feature of this type of consumer is the conscious and unconscious demonstration of their modernity, fashionability and wealth. Whether it's a new brand, product or service, the first people to become interested are the Hedonists. It is through them that the world learns about the new product - they will enthusiastically tell their friends about it. These are emotional personalities, impulsive, not always acting logically. Include in your communication a call to be the first in everything - in innovation, status, impressions, and encourage the desire to be on top of fashion.

An example of cashback advertising from Raiffeisenbank

A striking example of advertising for Hedonists is the Raiffeisenbank cashback advertisement. The trendy colors of the time when the video was released, “cashback for this and that, for what you dream of” appeal to the desire to be fashionable in everything and to have fun with everything. The image of the heroine of the video confirms her commitment to hedonism: fashionable bright looks, bold makeup, modern dance moves, dynamic music. The interior items surrounding the girl are captivating with their innovation and unusualness.

Conclusion

There are a number of basic criteria by which you can build effective communication with Hedonists:

• Visual: bright colors, complex elements, high contrast, dynamic photos.
• Images: bright, new.
• Locations: Innovative digital media near and inside concept bars, restaurants, clubs and other trendy venues; social networks (YouTube, Facebook, Instagram).
• Irritants: grey, monotonous, lengthy decision-making.