15 POWERFUL ILLUSTRATIONS OF NEUROMARKETING

Neuromarketing is taking the world by surprise and has been used in every capacity by almost every large corporation and university. Despite its pervasive presence in the marketing world, many people are unaware of what neuromarketing is or how to use it effectively. The article that follows includes 15 interesting illustrations of neuromarketing in motion.

• The Importance of Eye Contact

It is common knowledge that advertisements that have humans are much more successful than those that do not. Photos and videos of infants, in particular, appear to evoke longer and more concentrated interest from prospective buyers. Advertisers have long sought to increase sales of infant goods by using close-ups of cute baby faces; however, eye-tracking technology has shown that this alone is insufficient.

Researchers found that when the child stares directly at the camera, viewers' attention is drawn to the baby's face rather than the ad text. However, if the infant's attention is directed at the product or text, the audience will be directed to the advertising material.

The bottom line is: As a result of these results, marketers have realized that, while baby faces are common with customers, they must still ensure that the baby is looking at what they want the customer to buy. 

• Making Use of Effective Packaging

We've all been attracted to extremely eye-catching or appealing packaging. Advertisers have long understood that it is not only what is on the inside that counts, but neuroimaging has taken this to a whole new dimension. Neuroimaging has been used by brands such as Campbell's and Frito-Lay to reimagine their packaging. Customers were seen packaging in experiments, and their reactions were reported as positive, negative, or neutral. In addition, they were thoroughly asked about colour, text, and imagery.

Customers had a negative reaction to glossy packaging, but not to matte packaging, according to the findings of this study. Frito-Lay then ditched the glossy packaging in favour of the modern, matte look.

The bottom line is: Neuromarketing approaches are increasingly being used to reinvent packaging and display.

• Color is crucial

Keep in mind that when you use colours, you can be shaping how prospective customers feel. Colors can elicit a wide variety of emotions, with research repeatedly demonstrating a correlation between specific colours and specific emotions.

Color is an effective marketing tactic when used correctly. Coca-Cola's ubiquitous use of the colour red is one of the most well-known examples, but there are also other businesses that have used colour to great effect. Color and advertising neuromarketing researchers have split colours into subgroups as a roadmap to how they can be used efficiently. If you want to draw professionals, for example, cool blues are the go-to colour.

The bottom line is: Make sure you understand how colour can be used to affect buying behaviour.

• Ad Effectiveness

For several years, brain imaging was solely the domain of academics and scientists. Neuromarketing, on the other hand, has harnessed the immense power of fMRI imaging to provide insights into human nature and customer behaviours.

One use of fMRI in neuromarketing is to compare marketing campaigns before releasing them to the general public. Participants in one survey saw three competing advertisements for the National Cancer Institute's telephone hotline. The ad strategy that elicited the most brain stimulation in a certain area resulted in slightly more calls to the hotline. This innovative strategy opens up new possibilities for finding marketing campaigns that can genuinely engage the public.

The bottom line is: fMRI has enormous potential for improving brand campaigns, as well as increasing commitment and impact.

• Decision-making Paralysis

Often customer behaviour analysis contradicts what we previously assumed. According to a Columbia University report, having so many options may potentially be a barrier to prospective consumers. Using various configurations, they discovered that screens with a wide range of choices were less likely to cause consumers to stop.