Why does Neuromarketing and Visual Marketing make such a dynamic duo?
When done right, visual advertising is a trigger that generates engagement between the product/service and the consumer. It tends to be much more effective than other forms of marketing since the brain can process images 60,000 times faster than text.
The explanation behind the potential of visual content is neuroscience, a research field that studies people’s cognitive and affective behavior. It basically focuses on finding out how certain stimuli affect the brain. When these stimuli are marketing related, we have Neuromarketing.
What is Neuromarketing?
Neuromarketing uses neuroscience tools and relies on its theories. Its goal is to help companies better understand their consumers in order to attract them.
According to Neuromarketing, the consumer’s behaviors are driven by their unconscious. Information helps bring them to a purchase decision, but, there’s also something more subjective involved. And that’s where the subconscious comes in. You know those impulse purchases?
Impulse purchases are can also be explained by Engagement Marketing. According to engagement marketing, it’s a lot easier to persuade people when their five senses (sight, touch, hearing, taste and/or smell) are involved.
If you think about it, engagement marketing understands that when it comes to making a purchase decision, the subjective aspect plays a major role. Hence the reason why it’s so similar to Neuromarketing. They both agree that persuasion is not solely based on logic.
Neuromarketing, images, and persuasion
A purchase decision can be made in a matter of seconds. And with the immense quantity of brands that we have at our disposal, the challenge they each face is how to create a positive impact on consumers.
To better understand the potential of Neuromarketing, let’s take a look a few examples from the article Neuromarketing 101: What is Neuromarketing and How are Companies Using It?.
In each case, consumers were exposed to a product package, piece by piece, and their reactions were registered as positive, neutral or negative. The information collected was used along with a detailed interview to analyze specific aspects that resulted in changes such as color, text size, and images.
For instance, Frito-Lay found out that matte bags with images of potatoes didn’t entice a negative response, but shiny bags with images of chips did! And Paypal discovered that commercials focused on speed and convenience generated a more significant response than the commercials focused on security.
You see the impact images can have on purchase decisions?
Sight is one of the first senses we develop. As we grow older, we start to relate emotions to images. So why not take advantage of them in your campaigns?
Just keep in mind that an image or video poorly adjusted colors (as unnoticeable as it may seem) or even poorly positioned texts can have a major negative impact on your target market.
To make sure that doesn’t happen – and Neuromarketing actions based on visual marketing bring positive results to your brand – make sure that the images and videos you use have the highest of qualities!
Today, technology is one of our greatest allies. I wrote about this on “How can computer-generated imagery (CGI) change your marketing campaigns?” and “Grabbing your audience’s attention: successful visual advertising”
Feel free to share this article with your friends and colleagues. And if you want to learn more about Neuromarketing, Visual Marketing or Engagement Marketing, feel free to reach out to me!
‘Till next time!