You’ve probably heard the phrase “catch your sub” — a playful way of referring to moments when someone gives a subtle, indirect hint or message. While it’s commonly used in social situations, the concept has a much deeper, scientific application in marketing.
It's called subliminal messaging, a fascinating technique that influences our thoughts and behaviours without us even realising it.
What is Subliminal Messaging?
At its core, subliminal messaging uses hidden symbols, visuals, or audio cues that bypass our conscious awareness but still affect our subconscious mind. These messages aren’t overt—they’re designed to slip past our rational thinking and speak directly to our deeper emotions and instincts.
Think about it: Have you ever felt a sudden urge for a drink after spotting a logo, or found yourself inexplicably drawn to a brand? That could very well be the work of subliminal messaging.
Take Amazon’s logo, for example. On the surface, it’s just a smile. But if you look closer, you’ll notice the arrow running from “A to Z” — a subtle, yet powerful message implying that Amazon has everything you need.
This creates a sense of completeness and trust without us even consciously noticing. In this way, subliminal messaging helps brands form deeper, more emotional connections with their audience.
Art, Science, or Manipulation?
Subliminal messaging has always been a topic of debate. Some view it as a clever marketing tool, while others see it as a form of manipulation. Critics argue that it raises ethical concerns by influencing consumer behavior in ways that are not fully transparent.
But others believe it’s simply smart psychology — a way to engage with consumers on a deeper level. When done ethically, subliminal cues can help build stronger, more authentic connections that resonate with the values, desires, and emotions people hold dear.
Does Subliminal Messaging Really Work?
The effectiveness of subliminal messaging has been studied extensively, and the results are mixed. Some research suggests that subliminal cues can indeed influence our behavior, but the effects tend to be subtle and short-lived.
For instance, brief flashes of happy images or words can make us feel more positively about a product—but that effect often fades quickly. However, when used consistently over time, subliminal messaging can build lasting associations.
If a brand is repeatedly paired with positive imagery or comforting words, it can feel familiar and trustworthy, even if we’re not consciously aware of why.
This is why certain logos, slogans, or jingles can evoke nostalgia or comfort—they’ve left an imprint on our subconscious minds.
In the fast-paced digital age, subliminal messaging has adapted to new platforms. Whether it’s through social media ads, streaming videos, or split-second visuals on YouTube, marketers are increasingly finding ways to engage our subconscious minds.
The rapid-fire nature of digital content—where visuals change in the blink of an eye—creates a perfect environment for subliminal messaging. Here, brief images or sounds can subtly influence our reactions without disrupting the flow of the content.
For example, an Instagram ad might use a specific color palette to evoke a mood, or a YouTube ad might briefly flash empowering words like "confidence" or "success" to inspire positive feelings. These tactics are designed to leave a lingering impression, even if we don’t consciously notice them.
The Bottom Line
Whether you see subliminal messaging as a clever marketing tool or a potential ethical pitfall, one thing is clear: its power to influence consumer behavior is undeniable. It's an art form that manipulates our subconscious, shaping our preferences and decisions in ways we may not even realise.
Catch Your Sub
Next time you're watching a commercial or scrolling through your feed, ask yourself: Is there a message here that I’m not fully seeing? The true power of subliminal messaging lies beneath the surface — a reminder that sometimes, what we don’t notice can be just as influential as what we do.
Want to craft marketing that speaks volumes? Reach out at www.pulsemarketing.africa or @pulsemarketingng on Instagram.
By Bryan Adekunle