Imagine that you're walking through the grocery store snack aisle and you pick a bag of tortilla chips over the bag of pretzels. You chose the tortilla chips because you like the taste better than the pretzels, right?
Neuroscience is the indirect measure of a person’s response, either about things people don’t want to reveal or to factors people aren’t aware of or don’t realize have influenced them. The various tools measure attention, emotion and memory, and marketers are applying the scientific findings to branding, product development, packaging design, advertising and in-store displays.
The presenters shared some “neurological best practices” for advertising, and since I don’t have access to the funds it takes to hook up our target audiences to brain wave machines, I found the tips to be particularly helpful.
- Images on the left and text on the right are easier for our brain to process
- Minimize visual clutter
- Use interesting fonts and font treatments, but none that are too difficult to process
- Lead with emotion
- Motion, novelty, error, ambiguity and simple puzzles capture attention
- Use as many senses as possible
- Emphasize your product’s link to the natural world
- Embed the product
- Are attracted to images of women in groups, especially when they are shown enjoying a shared activity
- Engage faster with faces that are looking directly at them
- Process language more fluently then men, so text-based ads work
- Impulsive shoppers, so short and focused messages work well
- Attracted to images of advancement and success
- Attracted to spatial imagery