Have you ever found yourself thinking that you buy something “just because you like it”?
Well, that’s what neuromarketing is all about!
In simple words…
Neuromarketing is a concept that combines psychology, marketing, and neuroscience.
It helps us understand how our brains react to advertisements, colors, music, smells, words, and even fonts. In other words, it studies what “makes” us click “buy” or walk past.
Neuromarketing studies all emotions, even those that people can’t explain in words or don’t even realize they have.
How does it work?
Researchers use various methods to detect these emotions, such as:
- eye-tracking (when we track where a person looks in an advertisement);
- micro-emotional analysis (studying how facial expressions change while watching);
- brain scans (studying which areas are activated when viewing content).
As a result, all this data helps the company create advertising that is not just “beautiful”, but also catches on the subconscious level and stimulates a purchase.
Three examples of neuromarketing that you definitely know:
1. Coca-Cola – “Feel the moment”.
The red color, the sound of opening a bottle, smiling faces – all these elements evoke associations with joy and warmth in our brain. It is safe to say that the brand is selling an emotion, not a drink!
2. Apple – minimalism and the “touch effect”.
White background, smooth music, detailed close-up shots of gadgets and the highest quality – such seemingly simple details make our brain feel “perfect”, so the brand is perceived as premium.
3. IKEA – the smell of cinnamon in stores.
Yes, even fragrances can sell (it is cleverly called aromamarketing). The warm smell of cinnamon in IKEA makes us feel like we are at home, and therefore people spend more time in the store, and, accordingly, buy more.
To sum up:
Neuromarketing is not about manipulations to simply sell, on the contrary, it is about researching and understanding human nature, because knowing how the brain works, businesses can speak to customers in “one language” – the language of emotions, and more clearly determine what people need.
Do you want your advertising to really touch and be remembered?
Start thinking like your customer, or entrust this work to neuromarketing.