Consumers often use emotions to make purchasing decisions, not logic. Eye-tracking studies have shown that consumers read an average of seven words while shopping, and they use color, shape and familiarity to influence their purchasing decisions. When you are deciding what to name your product or how to design your packaging, you need to consider how you will reach consumers on an emotional level if you want your product to sell.

So, how do you connect emotionally with an audience? First, you need to know how your product works and how it’ll benefit the needs of others. Second, it is vital that you understand your target audience and the things that make them tick.

Follow these steps to figure out your audience, and how to build a connection they won’t forget: