How to use Neuromarketing?
By Abdul Rahman Mohammed
Is it possible to hack into the minds of consumers and influence their decisions?
What is Neuromarketing?
Neuromarketing is the field of marketing that uses medical technologies such as fMRI – functional magnetic resonance imaging. Neuromarketing study brains responses to marketing stimuli, and that could be like a message or an ad.
Researchers used the fMRI to measure changes in activities in parts of the brain. They indeed wanted to learn why consumers make some decisions. What part of the brain is telling them to do it?
An example of this is a study done by a neuroscientist from the University of California. He scanned the brains of people watching Super Bowl ads in 2007.
They used fMRI to measure neural activities and parts of the brain that triggers language, emotions, and everything else. Some triggered positive responses, but many of the ads provoked fear and anxiety.
Another example is the following: PayPal found commercial focusing on speed and convenience triggered a significantly higher response than those advertising focused on safety and security. They later designed a whole new campaign on just these findings.
Now that we know what neuromarketing is, here are a few examples of how brains use it.
Sound and Colour
The first example is the usage of sound and colour to sell more products.
Neuroscientists have known for years that sound and colour have a significant impact on the human brain.
Music with a powerful bass makes people subconsciously attend to dark objects, whereas music with high frequencies shifts attention to light-coloured objects.
Researchers collaborated with supermarket brands to see if the number of bananas they sold could be influenced by manipulating the colours of the shelves, the audio frequencies or the sound in the store.
The manipulated colour lightness let both white and black shelves to stock the bananas on.
The manipulated audio mixed the same supermarket music with either prominent high or low pitch frequencies. It turned out that people buy almost twice as many bananas from the light shelf than the dark shelf when surrounded by high pitch music as opposed to low pitch one.
The Direction of Models Face on your Website or Product
The direction of a face in a photo produces different effects. For instance, a study conducted by neuroscience marketing put the picture of a baby with his face looking at the viewers. The result has shown that the viewers were looking back at the baby. When they put the second photo with the face looking towards the ad copy, the viewers started looking at the ad copy. With the help of eye-tracking technology and heat maps, the study located the areas that attract the maximum attention of viewers and help marketers optimize placement for ad copy based on the direction of the model gaze.
The book BRAINFLUENCE by Roger Dooley describes experiments markers conducted regarding fonts. If you need to convince a customer or a client to perform any task, you should resume it in a simple, easy-to-read font. It is remarkable for all websites, forms, instructions, bills, and so on. It needs to be easy to read and brief. The more complicated something is to do or understand, the more friction it creates, and the least likely people would take action. But, on the contrary, complex fonts aren’t always bad.
One simple easy to read fonts are ideal for consumers to take actions. The memory recall has significantly boosted with complex fonts. They are great for memory, but this doesn’t mean that you should use them for things like your logo, phone number, or tagline. Use this tactic for concerning information only on your site. The complex font will not only be more memorable but also grab more attention.
Once people know what neuromarketing is about, brands apply it to improve their campaigns and massive genome positioning. You don’t need to be a practitioner of neuroscience or neuromarketing to use that and leverage these learnings in your day-to-day campaigns. Many published studies in neuromarketing are on the web, which you can take advantage of to improve your marketing performance.