Uncover customer needs and wants through neuromarketing.
What would you give to have five minutes inside a customer’s brain? You could find out what he or she likes, hates and needs to make his or her life more enjoyable, easier or more organized. While we don’t have the ability to take a stroll through the consumer’s mind, we can use data collected by neuromarketing studies to help us better understand how the human brain works when faced with purchasing decisions.
According to the Neuromarketing Science and Business Association, neuromarketing research is “the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols, allowing researchers to explore nonverbal and unconscious physiological responses to various stimuli for the purposes of market research.”
In simpler terms, it’s the study of how the human brain responds to marketing cues. In-depth neuromarketing research is costly and time intensive. It requires a functional MRI or an EEG. Both machines are used to track brain activity while the subject is exposed to product packaging, advertisements, or other branded materials.
The machines then measure how the subject’s brain reacts, both consciously and unconsciously. Marketers can then tailor their campaigns or packaging accordingly. But, what if you don’t have access to sophisticated medical imaging equipment or the money to hire a lab? Thankfully, years of neuromarketing research has produced a wealth of knowledge. Below are three secrets about the brain that continually show up during neuromarketing research that any business, small or large, can use to its advantage.
The human brain loves images, especially if they contain faces.
Studies show that approximately 90% of the data that the brain processes is visual. We are able to recall images with text far easier than text alone. Add some faces to the mix and you have a winning combination.
There’s a catch though; the images need to be authentic. You can forget the stock photography when you’re showcasing people in your advertising or on your website. Our eyes are drawn to faces in images and we can tell when those faces are staged.
When possible, use real people in your marketing collateral and place images on pages that need attention on your website. Viewers will naturally be drawn to the faces and even look when the image subject looks. Use this knowledge to strategically use the gaze of the subjects in your images to encourage the viewer to look at call to action buttons or contact us links.
Everyone has a favorite color. No matter what it is, there is a reason behind the love for that color. Every color of the rainbow has a unique personality and power to evoke emotion in the viewer. What color you choose for your marketing materials will depend on your brand, goals and target audience.
Before you commit to a color scheme, research color psychology and test a few different options with small audiences to determine what colors evoke the desired emotions and thoughts.
There is merit to the age-old saying, “keep it simple.”
That is if you want your viewer to take action. The font that you choose needs to be more than just pretty. In a 2008 study completed at the University of Michigan, researchers found that the type of font used in marketing materials can affect the consumer.
If you want the viewer to take action, describe the action using clear language and a simple, easy-to-read font. If the viewer has to struggle to read your text because you have used a hard-to-read script font, it does not matter what it says because your viewer will get frustrated and stop reading.
That’s not to say that the fancy, script font that you love doesn’t have a place it your marketing plan. It does. When you want to make a statement or grab the viewer’s attention, that’s when to use your beloved, complicated font. Fancier, complex fonts make a lasting impression, making them the perfect tool to highlight key topics on your website or print materials.
So, while you may not have the power to take a walk through your customer’s mind, you do have the ability to influence their thoughts and behavior. Put these neuromarketing techniques to the test and see for yourself.
By Chris Cantwell
I am a Business strategist who revels in transforming strategies and integration processes into tangible results and maximizing their return on investments for our clients and business alike.