Marketing Science 101: Marketing and the Human Brain

Depending on who you ask, marketing is either an art, a science, or maybe even a little bit of both. But there’s no doubt that no matter how you look at it, science is heavily involved in a lot of what we do when it comes to marketing. The human brain is a complex enigma and understanding the way we think and the way we perceive things, has taken scientists thousands of years to develop. Despite that, there is still so much we don’t know about the human mind and the way it works. But what we do know is incredibly useful, not just for understanding how we think as a society, but for understanding ourselves as individuals. Believe it or not, these insights can be applied effectively when it comes to marketing. Here are a few secrets that can help you sharpen your marketing campaigns in 2015:

First impressions mean a lot.

When it comes to making a good first impression and capturing your audience’s attention, you have a very brief amount of time to make an impact. When preparing your messaging and your headline copy for a marketing campaign, take into consideration the fact that when it comes to making a first impression, the human brain is conditioned to react to emotional stimuli up to five times faster. This is because the amygdala, which is the portion of our brain that controls gut reactions and emotions, works much faster than our conscious mind. So, when in doubt, always appeal to the emotions of your audience – it’s guaranteed to make a better first impression and much more lasting impact than anything else.

Market for the visual mind.

If there’s one important concept you can take from your younger days spent flipping through picture books in your kindergarten classroom, it’s that the human brain loves images. This information might sound like bad news for the copywriter, but it’s important to remember that powerful and impactful visuals accompanied by strong copy is what you should strive for – it’s been proven that our brain can comprehend and interpret pictures with text, much better than text by itself. Furthermore, the human brain processes visuals almost 60,000 times faster than it processes text, and 90 percent of all the data the brain processes on a daily basis, is visual.

We’re naturally drawn to images of other people.

Human beings are conditioned to notice and recognize other human faces, as a natural instinct ingrained in us from birth. In fact, we’re so quick to recognize a human face that we will often see them even in places where there isn’t actually one, a psychological phenomenon often referred to as pareidolia. The bottom line is, including images of people in your marketing will have a much bigger impact on your audience than just about anything else, because of how our brain reacts to seeing other humans. In fact, the area of the brain that processes images is right next to the area that processes emotions, the amygdala, meaning that faces are bound to grab our attention, no matter what the setting is.

Color your campaigns.

Here’s something else you might be overlooking when developing your marketing campaigns: which colors you use and how you use them. Up to 90 percent of our perception about a given product or brand can be influenced solely by color. Here’s one piece of information you might want to make use of: the color blue is recognized by the human brain as a color that signifies something or someone who is trustworthy. So if you’re looking to build trust in your brand, blue is the way to go.

Posted on November 17, 2014 in branding, Content, Content Marketing, Copywriting, Creative, Differentiation, General, graphic design, Logos, Marketing, Marketing trends, Niche Marketing, Positioning, Strategic Planning, Strategy

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