Akhil Mathur’s Masterclass: Crafting Brand Stories Through Human Behaviour

Enthusiastic Communication Design students at ISDI – School of Design & Innovation had a unique opportunity to dive deep into the world of branding and design, guided by Akhil Mathur, the Founder and Director of WunderBar Business Consulting Pvt. Ltd. His masterclass, titled The Psychology of Design: How Human Behaviour Shapes Marketing, Branding & Advertising, offered an eye-opening exploration of how human behaviour influences marketing strategies and brand experiences.

The Mastermind Behind the Masterclass

Design is a constant evolution. Adapt dynamically and never stop learning from user behavior and market shifts.

With an impressive background in business consulting and branding, Akhil Mathur led the session with a blend of strategic expertise and psychological insights. His masterclass wasn’t just about branding and marketing but about understanding the human mind and using that knowledge to craft compelling brand experiences.

Color, Typography & Consumer Psychology

One of the most engaging parts of the session was Mr. Mathur’s breakdown of how elements like color and typography influence branding. He cited iconic examples, such as:

• Coca-Cola’s Red: A strategic choice that evokes excitement and urgency.
• Nike’s “Just Do It” Typography: Bold and confident, reinforcing action and motivation.

These examples highlighted how subtle design choices can shape consumer perceptions and drive brand loyalty.

Emotional Triggers: Branding with a Heart

Emotions play a significant role in branding, and Mr. Mathur delved into this with thought-provoking examples. He shared the story of Fevicol’s Kumbh Mela campaign, where branded t-shirts were designed to keep the crowd “stuck together” throughout the event—an ingenious way to strengthen brand recall through a real-world experience.

Subconscious Triggers to Influence Consumer Decisions

How does the brain respond to advertising? Mr. Mathur explained the subconscious triggers that brands use to influence consumer decisions. Behavioural economics, a field that blends psychology with economic decision-making, was a key highlight. Through relatable examples, he showcased how marketers can subtly nudge consumers towards desired actions.

Triggers That Drive Consumer Behaviour

The masterclass took a deeper turn as Mr. Mathur explored psychological triggers such as:

• Loss Aversion & Scarcity: Using the example of Coldplay concert tickets to illustrate how urgency creates demand.
• Nudge Theory: The subtle power of social influence—if everyone is doing it, so should you!

These insights provided students with valuable tools to craft persuasive marketing strategies.

Storytelling & User Experience: Crafting Brand Narratives

Mr. Mathur emphasised the contrast between traditional and digital marketing strategies, demonstrating how social media creates more dynamic consumer interactions. He also stressed the importance of storytelling in branding, which helps build emotional connections with audiences.

Cultural Adaptation: Speaking the Consumer’s Language

The session also covered how brands adapt to cultural contexts. From dubbing movies to creating festival-specific campaigns like Surf Excel’s Daag Achhe Hain and Cadbury’s Kuch Meetha Ho Jaye, Mr. Mathur explained how brands can resonate with regional audiences.

Balancing Innovation with Responsibility

In today’s world of rapid technological advancements, Mr. Mathur stressed the need for ethical responsibility. He provided examples such as:

• “Be My Eyes” App: A thoughtful innovation offering visual assistance to visually impaired individuals.
• Data Center Challenges: How AI proliferation impacts energy consumption, urging designers to consider sustainability.

Innovation in Design: The Future is Now

Students were particularly excited by Mr. Mathur’s discussion on emerging technologies in design. He showcased how AI-powered tools and multisensory marketing campaigns create immersive experiences for consumers. His advice for budding designers was clear: blend creativity with innovation and always keep an eye on evolving trends.

Wisdom Beyond the Lecture

The masterclass concluded with a dynamic Q&A session. When students asked about applying marketing concepts to design, Mr. Mathur’s response was both pragmatic and inspiring- Design is ever-evolving. Stay adaptable and continuously learn from user behavior and changing market trends.

His final note struck a chord with everyone present: balancing commercial success with ethical responsibility and innovation is key to creating brands that not only thrive but also resonate deeply with consumers.

Akhil Mathur’s masterclass was a blend of theory, practice, and real-world insights. He turned complex concepts into practical takeaways, empowering students with tools to become thoughtful and innovative designers. As the session wrapped up, it was clear that the students had not only learned about design but also about the deeper nuances of human behaviour and its powerful role in branding. Mr. Mathur didn’t just teach design principles—he inspired a mindset of curiosity, creativity and ethical responsibility, leaving a lasting impression on the next generation of communication designers.