Geometric seamless pattern in Adobe Illustrator. How to make a seamless pattern in Illustrator
People like to think that when making decisions, they act logically and perceive reality objectively. Most of us are confident that nothing clouds our judgment or causes us to act unwisely. However, this is not at all true.
In fact, people are quite irrational creatures. They are influenced by other people, as well as various circumstances and conditions. Many of our decisions and actions are influenced by so-called cognitive biases.
What is "cognitive distortion"?
Cognitive distortions are systematic errors in thinking or deviations in judgment that occur in certain situations. They often arise from people's tendency to hold certain beliefs and follow their preferences rather than evaluate information objectively.
In other words, cognitive distortion is a person’s tendency to think irrationally. It is curious that this phenomenon has nothing to do with a person’s level of intelligence. Even the most brilliant minds are subject to cognitive biases. Essentially, they are related to .
If you understand general concept cognitive distortions, this knowledge can later be effectively used in marketing. Below are some examples of cognitive biases that have already been applied in marketing strategies.
The effect of joining the majority (imitation)
First, we will talk about one of the basic cognitive distortions - the imitation effect. Surely many are familiar with the expression “herd mentality”. So, when a majority of people approve of a particular product or service, its value in the eyes of others increases.
In turn, this effect forces us to purchase goods that other people like. Moreover, we also begin to approve of such a product and recommend it to others.
The effect of joining the majority is easy to use in your marketing strategy:
- Motivate satisfied customers to leave positive reviews about a product or service;
- Use social approval elements (for example, customer recommendations) next to the target action button or on the checkout page;
- Place logos of companies or photographs of people with whom you collaborate on your website.
This effect is used by many companies. It makes customers feel like they are getting an incredible deal. The anchoring effect is a feature of evaluation numerical values by a person, due to which the estimate is shifted towards the initial value. In other words, in the decision-making process, a person tends to rely on the first part of the information provided to him.
For example, you show potential buyers the starting price of a product (anchor). Let's say it's $1000. This is followed by a list of the properties of the product and its advantages. You then state that the item is only worth $250. As a result, your potential customers feel the value of the product you are offering and at the same time feel like they are getting an incredible deal. If you had immediately announced a price of $250, buyers would not have such feelings.
Steve Jobs also used the anchoring effect during iPad presentations. First, the price of $999 appeared on the screen - Jobs said that this was the value new iPad. He then talked about the features and benefits of the device. At the end of the presentation, Steve Jobs said that, fortunately, the iPad costs not $999, but $499. At this moment, a symbolic destruction of the price of $999 occurred on the screen and new figure — $499.
The anchoring effect increases the effectiveness of a marketing strategy. To increase your conversion rate, you can start with more high price— and effectively reduce it by the end of the presentation or landing page.
Halo effect
The halo effect is the influence of the general impression of something (thing, person, phenomenon) on the perception of other features. For example, if we consider a person to be reliable, then we can automatically attribute to him such qualities as responsibility, wisdom, etc.
The halo effect was first mentioned in an article by Edward Thorndike published in 1920. In his study, Thorndike asked army commanders to rate soldiers on various characteristics - such as intelligence, neatness, physical ability, leadership ability and honesty. The researcher found that each of the soldiers was rated approximately the same on each of the characteristics. If a commander had a positive impression of a subordinate based on one characteristic, he also highly rated his other qualities.
How can you apply the halo effect in marketing? Impress your audience with one thing so they will then view the company in a more positive light. ConversionXL has listed several ways companies use the halo effect:
- Endorsements from celebrities;
- Using images of attractive people;
- Mention of names of famous companies.
It is because of this type of cognitive bias that it is incredibly important for every company to create a professional, aesthetically pleasing, and functional website. Your resource forms the first impression of the company. If it is done poorly, it can damage the reputation of the business. An example is Squarespace. Her website makes a good first impression:
Confirmation bias effect
This is the tendency to confirm information that matches our beliefs, regardless of their truth.
There are two ways to use this effect in marketing. One of them is when a person doubts the quality of a product or service because its description is too perfect. For example, you may see such incredible claims on your landing page that visitors begin to doubt their authenticity. Even if you back up your words with facts, data, and graphs, potential customers likely won't buy anything from you.
But you can overcome this problem by making your statements less loud and pretentious. For example, the owner of a men's cologne brand does not necessarily need to convince the audience that this perfume attracts crowds of women.
Also, the effect of confirmation bias favorably demonstrates the benefits of a product or service. Instead of telling how good your product is, show how it can help. Below is good example Using the confirmation bias effect:
Please note that there are also zero indicators on the graph. This is what keeps the product from looking too flawless. The graph simply demonstrates to potential clients that the majority of people using the solution have experienced its benefits.
Don't forget about decency
Remember that using cognitive biases in a marketing strategy should not seem like mind manipulation. Yes, you can create a big impact in the short term, but marketing doesn't end there. Be careful when using cognitive biases.
Experts recommend using them as a way to quickly reach target audience. For example, this way you can attract attention potential clients or get them to move faster through the conversion funnel.
Conclusion
Marketing and psychology are increasingly intertwined in modern world. Some psychological principles are quite applicable in marketing campaigns to achieve better results. In particular, working with the cognitive distortions described will make your promotion strategy much more effective.
VEBLEN EFFECT- [English] Veblen effect] is an economically unjustified increase in demand for certain expensive goods from certain categories of consumers if the price of these goods increases. Synonymous with Veblen's paradox. V. e. observed only when...
SNOB EFFECT- [English] Snob Effect] is the psychological effect of a special perception by certain categories of consumers of price dynamics and the denial of the traditional reaction to these dynamics on the part of the majority of consumers. A snob is a person who carefully follows tastes, manners... Marketing. Large explanatory dictionary
Demand- a market expression of need, which represents the desire and ability of people to acquire economic goods. From a quantitative point of view, they talk about the value of S. The law of S. reflects the inverse relationship between price and quantity asked... Economy. Dictionary of social studies
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Today we have a lesson on creating a geometric seamless pattern in Adobe Illustrator. Described below great way creating these types of backgrounds, as well as a simple and ingenious way to create a seamless effect. The lesson is designed for users who are already familiar with Adobe Illustrator. Also, to color the pattern you will need Adobe Photoshop, however this is not necessary . The lesson is very simple and useful.
Step 1
Open Illustrator and create new document. Tool Rectangle/Rectangle draw a square as shown in the picture below.
Step 2
Duplicate the square and move it to the right. holding Option/Ctrl+Shift. Make sure there is no free space between the squares.
Step 3
Create a mesh using the same method described above.
Step 4
Tool Direct Selection (A) select the top and bottom points of one of the columns. Then move them in any direction. It is very important at this stage to perform this action with these two points of one column. This way you ensure a seamless pattern.
Step 5
Do the same procedure with all the top and bottom points of the columns, selecting them in pairs. Then do the same with the left and right points of each horizontal column.
Step 6
You can do whatever you want with interior points. If you want your pattern to be less angular, don't move them too much. You can also add elements inside the object to make the pattern more detailed.
Step 7
Now let's start coloring. You can first color the pattern in shades of gray, and later in Photoshop change the shade to any option.
Step 8
Select shapes of the same color and duplicate them. From the menu, select Window>Swatch Libraries>Patterns>Basic_Graphics_Lines/Window>Pattern Library>Patterns>Basic Graphic Lines. Choose the option with horizontal lines.
Step 9
Select the created image and select from the menu Object>Expand/Object>Expand. After this, group all the elements of the pattern and select from the menu Object>Pattern>Make/Object>Pattern>Create. Adjust the pattern settings as shown below. Parameter H And V spacing (Horizontal and vertical distance) change by trial until your pattern matches.
Step 10
Here's how your pattern might end up:
Step 11
In Photoshop, create a new document. The example uses the size 2880×1800 px. Copy the large rectangle filled with the pattern we created from Illustrator and paste it into a document in Photoshop.
Step 12
Create new layer on top of this and change it Blend Mode on Overlay/Overlap. You can try filling this layer with any color and choose the one that suits you best. Also using Levels you can change the contrast level.
Result
Now place your logo on the pattern and you're done!
Translation – Duty room
