The psychotype Independent in the Psychea model

The decisions that Independents make when exposed to products through advertising are filtered through logic, their own opinions and worldview. When making a choice, they look at what this brand does for them and what benefits it can bring.

Main characteristics

Key needs: strategy, goal achievement, individuality, control.
Manner of perception: own opinion, understanding through the inner world.
How it comprehends: logically, clearly, holistically, with an understanding of the goal.
How he makes decisions: balanced, meaningful, consistent.

Values ​​in this category are associated with individualism, competition, and ambition. This is an audience of purposeful people, with views independent of fashion or other people. Often these are self-sufficient rich people who are self-made or on the way to becoming so. They often joke about such people: “I see the goal, I see no obstacles.” They believe that a person’s task is to work hard and achieve brilliant results. They live dynamically, but according to plan. Work takes up almost all the time and often to the detriment of family values. Independent people perceive their business activities as one of the most important aspects of life, supporting decent maintenance for themselves and their loved ones, as well as helping self-realization and career growth.

Suitable design

This target audience is purposeful and self-sufficient; they value practicality, quality of products and information more. They clearly know what they want, they love speed, ease in all forms, also in communication with brands. Noble complex colors, black, metallic perfectly highlight the design for independent people, bringing elegance and style. Details and textures are important in design as they create a pleasing feel and richness. No need to pile up texts. Laconic fonts and font pairs in a manner of complete simplicity. When designing for this segment of the audience, it is necessary to remember to be prudent and logical in judgment.

When designing for this audience, it is important to remember that Independents prefer a missing or subtle image in advertising. This means that in advertising the image of a person should be “blurred”. All attention is focused on the advertised product. For representatives of this target audience, a clear image of a person is an irritant: they are individualists and do not want to be like someone else.

For example, the Dyson brand has positioned itself in recent years as the Cartier of home appliances. Independents value Dyson for its practicality, quality and speed. The advertising design is minimalist, there are no bright, flashy colors, there is a sense of status and innovation, everything that this type values. At the same time, it’s unlikely that any of us remembered the image of the girl who stood next to the vacuum cleaner in the advertisement. We only remembered the vacuum cleaner.

Placements

You should not look for such an audience in crowded places. Placements are selected more carefully, since these consumers are smaller in percentage terms and outreach advertising does not work well. Communication takes place on premium platforms, special business sites, conferences, magazines, business locations, etc.

Features of communication

The type of communication will depend on which segment the target audience belongs to. For Independents, it is necessary to use symbols of achievements and goals, complex descriptions and evidence. External paraphernalia and symbols of a wealthy lifestyle are practically unimportant for representatives of this target group. They are more likely to focus on a sense of harmonious perception of the world and positioning themselves as individuals in this world.

From the point of view of Independent individuals, a successful person does not strive to demonstrate his success through external attributes. His success is rather manifested in the manner in which he uses things. An independent successful person makes his purchases according to the principle of matching the characteristics of the product to his personal requirements, not paying much attention to cost, but not scattering himself (a delicate balance!).

Independents are adherents of the credo “If you don’t know, don’t tell!” . They love clear and understandable language without strong emotions, with complex terms and professional vocabulary. They look with pleasure at mixed compositions in which stable structures, moderate dynamics and contrast, and muted colors predominate. In 70% of cases, these are adult entrepreneurs who still love loud new products, but have a balanced approach: they pay attention to materials, features, quality, benefits, and brand image. He cannot sell a product or service simply because it is “beautiful.” This is the type of client to whom you need to convey the value and benefits of the purchase: quality, manufacturability, durability, efficiency. An independent person always makes a functional choice!

An ideal example of advertising for Independents with distinctly Independent-Hedonistic characters

Example of buying a car

A wealthy consumer decided to buy a car and chose those features that would save him time and make his life easier. Among these functions is a distance control system for 250,000 rubles. Why does the client decide to install such an expensive system? Not at all because he wants to stand out or improve his status. The reason is simple: by purchasing this option, the driver ensures the safety of his life and the safety of the car (property, which is most often a liability). He tries to remove disturbing factors and danger as much as possible: an accident, a pedestrian in the wrong place or an animal on the highway. An independent is willing to pay the highest price for safety, functionality and manufacturability.

Conclusion

To summarize the above, there are a number of criteria by which you can build correct communication with Independents:

• Visual: a hint of new goals and achievements.
• Images: absent or barely noticeable.
• Placements: premium sites, business sites, conferences, business locations, magazines.
• Irritants: loud low-quality music, “pushing” and brightly designed advertising, imposition of discounts and special offers.