Neuromarketing Techniques For Better Visual Content
Description: Want to create excellent visual content? Neuromarketing techniques will help you with this. We'll walk you through the main benefits of the tools and how to use them.
Neuromarketing Techniques - How To Make The Best Visual Content?
Neuromarketing as a tool to influence consumer behavior is gaining more and more popular among marketers. Moreover, it becomes a prerequisite for launching successful advertising campaigns. Neuromarketing is used when creating and promoting a new product. It helps to determine with scientific precision what color, word, image, sound, smell, and taste attracts the target audience and has the maximum impact on the subconscious mind. Therefore, for a person to decide whether to buy a product, service or just read the material, it is essential to create high-quality visual content. Below we have prepared neuromarketing techniques that can make your content stand out, but let's dive into the essence of concepts before that.
Neuromarketing - What Is It?
Neuromarketing is an interdisciplinary field that sits at the intersection of neuroscience, psychology, and behavioral economics. Professor Eil Smidts coined this term in 2002. With his help, he described the possibilities of commercial use of neuroscience to improve marketing activities' effectiveness. This is a study of the human brain to influence consumer behavior.
The goal of neuromarketing is to understand the true consumer reaction to certain marketing stimuli and develop the most effective advertising communications based on the data obtained. The emphasis is on the words "true reaction" since, unlike focus groups, polls, and questionnaires, people feeling social pressure are not always honest in their answers - research methods in neuromarketing are aimed at the human brain.
To give you a clear understanding of how visual content can influence people's opinions, let's look at a neuromarketing example. The Cheetos company conducted an interesting experiment in which a group of women who did not know each other participated. During the first phase of the study, they were asked to watch a new video of Cheetos, in which a woman decided to take revenge on someone in the laundry and poured bright yellow Cheetos snacks into the washing machine with white clothes.
After polling the focus group, the company found that almost all women reacted negatively to the ad, considering it a rather spiteful act. The second part of the experiment was to examine these women's brain responses to the same ad. Oddly enough, but the true feelings about the video were the opposite.
Research has shown that the plot and imagery in the ad sounded funny to them. Being afraid to appear before other participants in the experiment negatively, women lied about their emotions. Consequently, the company might not have run ads because a group of women reacted poorly to visual content. However, realistic data on women's brains' reactions helped figure out the exact attitude towards advertising. As you can see, surveys are not always effective, unlike neuromarketing.
Which More Companies Use Neuromarketing?
Big brands do not skimp on expensive research, so they often resort to neuromarketing methods before launching a new product or advertising campaign. Companies such as Procter & Gamble, General Motors, Coca-Cola must be 100% sure that the smallest detail in an advertising message performs its function, causing a person to react to it. Thus, companies that use neuromarketing want to make sure that their million-dollar investment is beneficial.
5 Neuromarketing Techniques For Better Visual Content
Leading media outlets have already adopted visual content. For example, the New York Times published a report back in 2017 in which they emphasized the need to restructure their own editorial office. The goal is to support visuals. They are not the only ones who have already figured out what the future of marketing is. Publishers also use a visual approach on mobile to grab attention. It works - the average session duration is increased by 100% when using visual components. Well, let's take a look at the most effective neuromarketing techniques to learn how to create visual hacks.
Create Branded Content
According to research in the Journal of Interactive Marketing, we were able to find out that the human brain processes online marketing without knowing it. Hence, you must create branded content even if you are starting. All major brands are aware of this technique and therefore carefully approach the branding of all their services and products to distinguish themselves among thousands of other companies. How can this technique be applied to a blog?
Very simply, if you have already come up with a name for your blog, then include it not only in the titles of articles or pages but also in the images that you post. The same applies to emails you send to your audience or newsletters. Don't forget to apply the logo on social media, in your signatures, if you are communicating with your audience. This technique is used by the well-known company Nike. They apply the logo not only to clothing but also to promotional images and publications.
Demonstrate Actions of Other People
You can't get the results you want or big sales if you don't demonstrate how a product or service can help a person. Thanks to this method, Coca-Cola effectively promotes its product, and people appreciate its visual content. Companies often demonstrate how young people enjoy a drink during discos, heat waves, or watching a movie. Therefore, customers want to become a part of these happy young people and buy a drink.
Booking.com and Airbnb follow the same principle. However, there is one difference. Companies show how many people viewed a number or left a review. The visitor to the website will see that the hotel room has been viewed by many people and is popular. They also use a trick when they write that there is only one place left in the hotel. However, the number of places can be more. Just a person subconsciously realizes that the hotel is fully occupied and can be trusted.
Apply Correct Colors
Color is the simplest marketing element, but it has the most impact on people's behavior. Many companies study the psychology of color to understand which ones positively affect people and how they make them feel. For example, the color blue makes people feel calm, safe, clean, and trustworthy. Therefore, this color is used by most airlines.
For example, JetBlue, Blue Jet, KLM, LOT, Lufthansa, Aeroflot, United Airlines use blue on web pages, logos, aircraft designs, names, etc. Because people are afraid of flying, companies use blue to inspire safety and trust in passengers. Also, blue is associated with a clear sky. However, the color blue is used by services that take care of the client's online privacy. VeePN uses blue in its VPN no log app because it is associated with comfort and safety. Research has shown that blue color stimulates the brain and has a calming effect. Thus, a person who’s seen the blue color feels secured.
Don't Forget About the Font
The font is also a design element. If you want to convey something important to a potential audience with a message, use the correct font. A well-chosen font allows the reader to focus on the text. Since readers do not like to tire themselves with deciphering the text, use a simple font that is easy to understand. Most companies consider Brush to be the most excellent and brightest font. However, if you want to provide the reader with instructions or an important message, such a font will not work.
For such messages, the fonts Arial, Calibri, or Avenir are suitable for you and with a size of 12pt. If your goal is to draw the reader's attention to the text, you can use a more complex font, but this does not guarantee that people will read the text. Therefore, make the complex font larger and choose a background that will not ripple in the eyes.
Make Content Easy to Read
Even if you are creating written content, you should keep it visually accessible. Today, people love to browse content but not delve into the essence. Thus, readers analyze the article to see if there is any helpful information. If your article contains many thoughts, the reader will hardly study the publication until the end. Therefore, you should divide the content into parts to make it easier to read.
Tools like numbered lists, bullets, and subheadings can help you break up large chunks of text and make it more readable. Most websites create a list-article, and that's why they are popular. You can also split text using images.
To create unique graphics, you can use tools such as Canva, Lunacy, or Vector Creator. Even if you have no experience with image design, recommendations and instructions will tell you how to do it right. This will make the text easy to read, and the picture will make the article visually interesting.
As you can see, you don't have to be a great marketer or IT guy to create quality visual content. It is enough for you to use the techniques of neuromarketing. With these methods' help, you will attract a client's or reader's attention and influence their decisions, which is your primary goal. Good luck!