Sould Branding


Neuromarketing is the union between science and marketing techniques. Based on studies related to brain processes and how they are triggered, neuromarketing seeks to measure neurobiological activities when there is exposure to brands, advertisements and other marketing strategies.
Among its main study objectives, we can mention:
  • Identify the reactions of acceptance (or not) of the consumer in relation to brands, packaging design, products, online platforms and various other aspects.
  • Predict consumer behavior in purchasing processes.
What are the elements of neuromarketing?
1. The look When images of people staring at the consumer are used, the attention is drawn away from the ad and the focus is only on the images. For this reason, neuromarketing recommends the use of images of people directing their gaze towards a point of interest. Thus, the advertisement remains attractive and the consumer’s attention is turned towards the objective of the campaign: the product.
2. The colors Colors directly influence the way the customer feels. Each color is linked to an emotion and inserting a hue that conflicts with the “mood” chosen for the ad can ruin the final goal. Therefore, using color effectively can be a powerful marketing tool.
3. The speed / quickness The sensation of speed, of agility, attracts the public. The feeling of security and stability, used by traditional companies, is effective for many segments. But what really attracts the public is the feeling of speed. PayPal, in a study that launched neuromarketing techniques, found that promises of convenience, speed, and efficiency activate consumers’ brains on a much larger scale than security.
4. Tell stories Storytelling is the technique of telling stories in campaigns. Neuromarketing studies found that by creating context and story in ads, consumers were more emotionally engaged. Therefore, investing in a good script, that attracts and excites your audience, can generate identification and a much greater commitment.
5. Pricing Do you know how to define a price that attracts more customers? The “$9.99 is more attractive than $10” strategy is already quite well known. However, according to neuromarketing research, rounded numbers work best when you’re prone to making emotional decisions. In this way, the price that you will define for your product can vary according to the focus of your marketing campaign.
6. The titles Titles are one of the first things the viewer sees, so they obviously need to stand out and get noticed. As a result, they have been heavily researched and a new neuromarketing technique called “Hippocampal Headlines” was created. What does this mean? Researchers at University College London discovered that when a familiar phrase is slightly altered, our hippocampus is activated, and our attention is aroused.
7. The payment According to neuromarketing studies, the economic transaction creates anxiety in users. For this reason, it is recommended to use expressions such as “take me home”, “add to cart”, always seeking to replace the word “purchase”.