Brain science is endlessly fascinating (is something only neurologists say). Until now. Have you ever heard of neuromarketing? Simply stated, it’s the study of how our brains respond to marketing and how it affects our behavior—consciously or unconsciously.
The marketing experts at myemma.com recently explored this idea and shared their findings in an amazingly brainy infographic. Prepare to reach a whole new level of marketing geekdom with me as I explore a few of the most fascinating brain facts now.
Brainy Fact #1
Emotions make a more lasting impression than rational thought.
I have this “gut feeling” that you’re intrigued, so I’ll go on. Many of our opinions are formed by our subconscious mind, in the most primitive part of our brain: the amygdala. I know, it sounds fancy, right?
The brainy marketing application: Go for a gut reaction. You only have a few seconds to grab your readers and draw them in – so make it count. Pay attention to how your materials look when scanned quickly. Make sure your content is welcoming and easy to navigate. Focus on making your email subject lines, pre-header text, and website headlines as strong as possible. After all, these elements are the first to be judged by your audience.
Brainy Fact #2
The primitive brain is drawn to images.
Did you know that the part of the brain that processes images is right next to the area that processes emotions? It’s true. We’re even hardwired from birth to recognize human faces.
The brainy marketing application: To give you an idea of how we react to imagery, consider this stat: Our brains process images 60,000 times faster than text. The next time you design a landing page or create a marketing email, take a moment to imagine the content without any of the text at all. Notta. Zip. Zero. Zilch. If you’ve still managed to tell a story or stir an emotion using only your images, then you’re heading in the right direction. Something else to consider: Eye-tracking studies show that our brains will default to looking at human faces first on a website. We’ll even look where the faces are looking (so consider picking an image of someone looking towards your call-to-action). Also, steer clear of stock imagery, if you can. Instead, use images of real customers or clients. They’re more genuine, more accessible, and more relatable.
Brainy Fact #3
Color can inspire feelings.
Research has shown that somewhere between 62-90% of our feeling about a product is determined by color alone. Say whaaaaaat? That’s incredible!
The brainy marketing application: There’s a science and art behind color choice—especially as it relates to marketing fundamentals like call-to-action buttons. While there’s no magic color that converts better than another, there are certain colors that promote specific feelings. Check this out…
Brainy Fact #4
One word can change the meaning, the mood, and the motivation.
There’s no question: words are powerful. For instance, think about the difference between the words “sad” and “devastated.” While both words have similar meanings, the feelings they convey and their relative power are very different.
The brainy marketing application: Consider how the words you use can influence attitudes and actions. Use first and second person in your marketing copy: me, you, your, we, our, etc. This creates cleaner sentence structure and more approachable content. Also, take care to ensure your copy is helpful, relevant, memorable, and shareable. Most of all, make sure you provide a very clear call to action. CTAs with five or fewer words tend to perform best.
Brainy Fact #5
Our brain lights up when we share—literally.
We loooooove to talk about ourselves. In fact, we love it so much that Harvard neuroscientists say we can’t help but share our thoughts. Why? Because doing so triggers the same sensation of pleasure in our brains as food and money.
The brainy marketing application: Marketing is all about relationships. Customers want to do more than just listen to brands talk about themselves over and over again. Instead, they want to be the ones doing the talking. They want a two-way dialogue, and they want it yesterday. As marketers, we have to realize that it’s not all about us anymore; it’s about our audience. And we need to we need to work on our listening skills.
Brainy Final Thoughts
Science-based creativity is the secret sauce for marketing campaigns.
Understanding how the human mind processes information and images can help us do more than deliver the right message to the right audience. It can help us become more effective and more impactful digital marketers.
So, what brainy fact did you like best?