Personification
Assigning human traits to products, brands, or objects increases their appeal and relatability.
Why it works
Based on anthropomorphism research (Waytz et al., 2010), humans naturally attribute human characteristics to non-human entities. This triggers social cognition processes, making people more emotionally invested and likely to form relationships with products or brands, increasing satisfaction and loyalty.
Application examples
Email Campaigns
Your cart is feeling lonely - give it some love with these items
Our algorithm has been working overtime to find your perfect match
Product Pages
This jacket wants to keep you warm and stylish all winter
Meet Max, your new productivity companion that never sleeps
Landing Pages
Our AI assistant is eager to help you succeed
Your website deserves better - let us give it the care it needs
Social Media Ads
Your skin is calling for help - answer with gentle, natural care
Your data wants to tell you a story - we'll help you listen
Push Notifications
Your plants are thirsty! Watering reminder from Plant Buddy
Implementation tips
- Choose personality traits that match your brand voice and target audience
- A/B test different levels of personification - subtle vs obvious
- Use consistent character traits across all touchpoints for coherent brand experience
- Avoid over-personification that might seem childish for serious products
- Consider cultural differences in anthropomorphism acceptance
- Test with mascots, avatars, or branded characters for stronger personification
eCommerce fit
Medium Effective for building emotional connections and brand memorability, but must be implemented thoughtfully to avoid seeming unprofessional in certain contexts.
Caution
Avoid forced or awkward personification that feels unnatural. Don't use personification for sensitive products (medical, legal, financial) where trust and professionalism are paramount. Be careful not to trivialize serious topics through inappropriate personification.
Best for products
- apps
- ai-tools
- children-products
- digital-assistants
- brands-with-mascots
Keywords
- character
- personality
- mascot
- companion
- helper
- friend