Neuroscience focuses on the workings of the brain and how it affects people’s behavior and how they think. Brands can take advantage of this research to figure out why people have an emotional response to some brands and not others.
Neurobranding or neuromarketing research shows that 90% of thinking happens subconsciously. With this information, the ultimate goal of a marketer is to target a consumer’s subconscious and generate an emotional response toward their brand.
Neuromarketing Research
Neuromarketing research typically uses brain-scanning technology or physiological responses in studying consumers’ subconscious desires. This research helps marketers guide advertising, product development, or marketing materials accordingly.
Brands can implement neuroscience to discover exactly what consumers think about their products, services, branding, and marketing materials. This science enables marketers to learn more if a consumer has a subconscious reaction to a product or service they see, which guides the choices in advertising, pricing, packaging, and color. As a result, brands that evoke an emotional response in consumers tend to be more successful.
5 Ways Brands Can Use Neuroscience to Improve Their Marketing:
- They Can Tell a More Compelling Story
Stories serve as the most effective way to generate an emotional response in an audience. Stories that spark emotion release the hormone Oxytocin in the brain, which encourages the consumer to form a connection to a brand.
- Make Packaging More Appealing
Brands have used neuromarketing research to consider how consumers respond to their packaging.
- Choose Colors
The choice of color in branding is essential. Different colors bring about different emotional responses in consumers:- Orange – Friendly and enthusiastic
- Yellow – Playful, sunshine, joy, warmth
- Blue – calm and trust
- Green – fresh, calm, and nature
- Red – Energy, romance, vitality, power
- Design More Effective Ads
Neuromarketing’s primary goal is to design more effective advertisements. - Set Optimum Prices
Consumers are instinctively drawn to cheaper options, even if it is $9.99 compared to $10.00. Research shows that if a consumer sees a product before the price, their brains are more focused on the product features. But if they see a price first, the consumer is more concerned about whether or not the product is worth the price.
Read more about The Role of Neuroscience in Branding at foreignpolicyi.org.