The Science of NeuroMarketing

It’s sort of like brain surgery

This is Your Brain

This is Your Brain on Drugs

This is Your Brain After Surfing the Web

Humans will remember something longer if it

made them feel rather than think.

We gravitate towards provocative images.

Think food

Think Danger

Think Sex

We’re drawn toward images with faces.

The color yellow puts us on edge.

Understanding how the human brain works is fascinating, but it’s

also good business.

Marketing campaigns rooted in neurology are

more likely to get and hold attention.

And in the attention economy we are living in, where consumers have access to more emails and tweets than they could ever manage to

read and digest fully, being able to get and hold attention is what

separates the wheat from the chaff.

That’s what gets consumers to spend.

If you are looking to get more of your marketing efforts seen, then

let’s look at these biological trigger mechanisms that make the human

brain light up.

We all have a Primitive Brain

It’s called the amygdala, and it controls our gut reactions and

emotions- and it works much faster than our conscious mind.

- We have gut reactions in three seconds or less.

- Emotions process input five times faster than our conscious brain.

- Emotions make a more lasting imprint than rational thought.

So, aim for the gut reaction

Your subject line and preheader text work together to get people to open

your marketing email. Use these spaces to get your point across at an

emotional level. Use words that create excitement, urgency or even

low-grade anxiety.

Our Brain Loves Images

The primitive brain is particularly drawn to images of danger, sex and

food.

- Our brains process images 60,000 faster than text.

- 90% of all data that the brain processes is visual.

- We comprehend and remember pictures with text more than text alone.

Place Images on the Left, Text on the Right

Items in the left field of vision are interpreted by the right hemisphere of the brain, which is better at assessing and processing images. Simply put, the brain prefers this layout.

Design for Scanning

We’re not reading in our inboxes anymore. So imaging your marketing

email without any text at all- if you’ve created a story or stirred an

emotion with just your images, you’re on the right track.

Especially Images of Faces

Natural selection favored humans who were able to quickly identify threats and build relationships.

- Human beings are hard-wired from birth to identify the human face.

- The part of the brain that processes images is right next to the area that processes emotions.

- All images of faces grab our attention, but babies light up emotion receptors.

Use Neutral Faces

Our brains are irresistibly drawn to human faces. NeuroFocus often recommends that clients portray faces in packaging designs, websites, and ads.

The brain prefers ambiguity. That means effective packaging, ads, and presentations should show faces that are neither smiling nor frowning.

Make it Easy to Act

Consider including a face that looks toward your call to action. Close-ups work best, and eye-tracking studies

show we’ll look where they’re looking.

Why Color Matters

There is more to color choice than what looks good. Different colors

actually send different signals to our brains.

-62-90% of our feeling about a product is determined by the color alone.

-Yellow activates the anxiety center of the brain.

-Blue builds trust.

Apply Unique FontsFont structure plays an important role in advertising, packaging, and presentations. That's because novel stimuli activate both attention and memory retention.

Novelty—especially in font choices—contributes to interest, surprise, attraction, and purchase decisions.

Test, and test again

Every audience is different, so it’s important to run a few tests to

discover how color affects response. Color studies just help you figure out what to test with your own readers.

Use some of these insights to improve your marketing instantly.

Think about it!

Garry PolodnaSOAR Creative Group

Marketing, Communications and

Public Relations Support for Small Business and Franchise Owners

www.soarcreativegroup.com

www.ownyourmarket.biz

@SOARCreative