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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.
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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