Neuromarketing is a form of marketing that leverages neurophysiology in order to understand why people make purchasing decisions. The principles of neuromarketing can be seen in various forms of advertisement such as video, print or packaging. These advertisements are meticulously crafted in order to trigger a feeling in people who view it. Here are a few examples of elements within advertisements that are crafted or altered using the principles of neuromarketing.
In Neuromarketing, the importance of colour can not be understated. It has been observed that when people see certain colours, they feel different things. Because of this, advertisements using Neuromarketing select various colours in order to trigger a reaction out of a person. For example, the colour of blue triggers the idea that something is dependable or reassuring. This is why many financial institutes use blue as a colour in their logo or advertisements.
In Neuromarketing, one of the factors considered is Eye Gaze. Eye Gaze refers to when a person looks at something, where are their eyes gravitating towards? Neuromarketers research ads with test groups to identify the points of interest a person will have when they look at it. For example, people gravitate to faces and people more than text.
Neuromarketers noticed that when people are presented with numerous options, they are more likely not to make a choice due to “decision paralysis”. Because of this, the idea of reducing the amount of choices presented to a viewer makes them more likely to make a decision
By offering rewards or incentives, people are more likely to stick with a product or service longer than they would have normally. By giving a customer positive feedback, you are encouraging them to keep using your product because they feel it is fulfilling. Because of this, businesses promote themselves offering rewards to loyal members or to newcomers to incentivize a buy-in.