Neuromarketing or NPL techniques uses brain research to show how subconscious consumer makes decisions when exposed to marketing and advertising.
Although this field of study has been around for decades, it has only recently been approached more heavily by businesses looking to make it an integral component of the market research process.
The Psychology of Color
Color has been found to have a direct influence on consumer behavior.
Research shows that color boosts brand recognition by 80 percent due to the use of certain colors in the design.
Some colors have been associated with various feelings and behaviors.
The above infographic is courtesy of Neil Patel and Kissmetrics
For example, green is often associated with wealth and is used commonly in stores as it is considered easy for the eyes to process.
Certain colors have also been found to attract certain types of people.
Royal blue often attracts impulse shoppers, while shoppers on a budget may be attracted to teal.
Certain colors can increase brand recognition by 80%, just by looking at the above infographic you can clearly see colors do greatly affect the consumer behavior and buying decisions
The Impact of Face Position
How a face is positioned in a photo can have a direct impact on how a consumer views the information presented to them.
By placing the face in certain positions, the eyes are drawn to specific sections of the photo.
This can be highly useful when creating ad copy as it ensures that your target audience is seeing what you are trying to portray to them.
This area of neuromarketing deals with eye-tracking technology which studies how people see things based on how it is presented.
For example, if you saw a photo of a person staring at you with text next to it, you would be more likely to look at the person instead of the text.
If the person was looking in the direction of the text, you would likely look at the text first.
I have used this trick for years with an avatar on the Facebook Fan Page, see below:
Audio and the Brain Connection
Audio too can have an impact on the brain and therefore consumer behavior. Audio is a strong form of sensory stimulation that can be used to connect a brand to an image.
For example, when you think about McDonalds you may connect it with the iconic ‘I’m Lovin’ It’ audio.
While using audio can be useful in marketing, it is important to be consistent with your brand.
Convey Messages with Fonts
Many businesses don’t give much thought to the text they use when sharing information.
However, the font used can actually have a big impact on how a consumer responds to your ad. People are often drawn to simple fonts that are easy to read and understand.
However, complex fonts can also be useful in certain situations when you want to grab your target audience’s attention.
Attract Customers through Anchoring
Anchoring is a commonly used marketing tactic that prompts a customer to make a purchase by making them believe that they are getting a good deal.
In reality, the buyer is not getting a good deal but they think they are due to how the deal is presented.
For example, say you are selling your car for $8,000 but it is actually only worth $6,000. After negotiations, you may settle on a sale price of $7,000.
The buyer thinks he is getting a good deal as the price was lowered but the seller is actually the one making a profit from the deal.
The use of neuromarketing or also known as NLP techniques can be highly useful for businesses trying to sell products or services. It is a useful way to create a brand identity and ultimately influence your target audience to behave in a certain way.
By implementing these practices into your marketing plan, you may find that the techniques benefit your bottom line over time.