Believe it or not, learning how the human brain processes information and images can actually make you a better marketer. Researchers are now trying to find out how hardwired preferences alter the decisions we make. Neuromarketing researchers are now conducting studies to learn more about how our brain responds to stimuli related to marketing.
Andy Crestodina, co-founder and strategic director of a company based in Chicago, explains nueromarketing is simply the study of how our brain responds to marketing and how marketing effects our behavior, whether consciously or unconsciously. It is important we pay attention to such studies in order to learn more about how our brain processes information and images. Here are some secrets that will help you learn more about the human mind:
1. Emotions over Rational Thoughts
You should know the amygdala is the center of reactions and emotions in our brain, and it works faster than our rational mind. Therefore, emotions have a greater impact on our reactions and make a longer lasting imprint on our minds.
Marketing Takeaway: Aim for a gut reaction. Make sure you are able to grab your readers’ attention by tending to their wants, needs, and desires. Make your websites welcoming and user-friendly. In email marketing and blogging, make sure you write content that draws your readers’ attention. Adopt a tone that is friendly, helpful, and easy to understand.
2. Our Brains Love Images
It is a known fact that images help attract the attention of customers. Well, our brains love images and it is able to process images at a faster rate than text. Images help us remember text rather than just remembering text alone.
Marketing Takeaway: Use images on your websites to attract more readers. You can even use funny GIFs instead of sticking to the conventional stock images. Use different mobile apps to customize your images. This may be tiresome, but the results will be fruitful.
3. Our Brains Love Images of People
A recent research suggests the brain likes images of faces because these images can be processed easily by the brain. When seeing another human being, we feel an emotional connection thus our brain further becomes alert.
Marketing Takeaway: Instead of using cartoons and silly caricatures, use the faces of real people while marketing. An eye-tracking study has shown a human face is the first thing a person notices on a web page.
4. Choose Color Schemes Wisely
You are probably aware every color inspires a specific feeling. So, while choosing your color scheme, don’t just go for a color because it looks good. Different colors cue different signals to the brain. A recent study has showed that about 62 to 90% of our feelings and emotions about a product are determined by its color. For example, blue builds trust, and red sparks urgency and alertness.
Marketing Takeaway: Choose the colors wisely. Choose your colors by keeping your brand, audience, and positioning in mind. The best approach is to test out many different colors first and then choose the one that yields the best response.
5. Names Change Behavior
Names alter our reactions to things. For example, a recent study showed calling the same spaghetti ‘double sized’ instead of ‘regular’ caused diners to eat less than they usually do.
Marketing Takeaway: Choose your product name and description carefully. Consider how your wording may significantly influence the attitude of your customers.
6. Humans Need to Feel Like They Belong
Human beings crave belonging; hence this is why we imitate each other. Humans have a natural desire to conform to people around them.
Marketing Takeaway: Build trust and credibility with your customers by introducing endorsements by reputable companies in your market. Highlight badges you have earned along with testimonials written by your customers in the websites. You can even include brief profiles of your employees showing how happy they are to work for your company. Make sure you have these widgets and testimonials displayed throughout the site instead of on just one specific page.
One more tip is to invite customers in a conforming tone. Instead of saying ‘sign up for our newsletter’, say, ‘join our family of 50,000 students and teachers who subscribe to our newsletter.’
