designed to be eye catcUsed by marketing professionals for years Maslow's hierarchy of needs targets certain human emotions that we're all hard wired to respond to. First published in 1946 it's a motivational theory in psychology comprising a five – tier model of human needs that dictate an individual’s behaviour.

It’s often depicted as hierarchical levels within a pyramid with the most important need at the bottom.From the bottom of the hierarchy moving upwards “Safety” ranks as the second most important human need.

What does this mean for my business ? It means we’re all hard wired to put our safety above most other needs when we take decisions.Those businesses who put that extra effort in to ensure visitors know instantly that they are in safe hands can expect to welcome more visitors than their competitors.