Most people give in to the spontaneous desire to make a purchase because of attractive packaging, impressive advertising. It has been proven that almost all decisions about purchasing a product are made by a person on a subconscious level. And business has learned to work with this with the help of neuromarketing.

Neuromarketing: what is it?

This term appeared more than 20 years ago.  korea telegram data It consists of several words: neurobiology, aimed at studying the functions and work of the nervous system, and marketing. It consists of studying the reactions of the buyer’s brain to various stimuli, including the product itself and its advertising. The data obtained allows us to evaluate how the consumer perceives the brand, a specific product. The analysis helps to make adjustments to the chosen strategy in order to increase the effectiveness of the impact on the client.

 

Thanks to neuromarketing, a seller can better understand a potential client, his reaction to marketing stimuli and solve the following problems:

• Identifying the instinctive needs of the buyer.
• Increasing potential client loyalty.
• Improving the effectiveness of brand promotion.
• Increase in the level of product sales.

Peculiarities of influence on humans

Neuromarketing methods influence different amazon standard identification number (asin): guide for sellers senses, trying to reach the unconscious thinking of the client. So-called triggers are used, which cause certain sensory associations in a person, prompting them to make a purchase.

The impact occurs through sight, taste, touch, smell and hearing. Additionally, they focus on attractiveness, which is made up of a set of positive memories. The implemented scheme can influence several senses at once, or be aimed at only one.

Visual impact

The strongest impact on the buyer is through vision. This is due to the fact that there are quite a lot of visual people among people. Therefore, companies pay great attention to the development of product design, selection of a suitable color scheme for packaging, and brand logo. Not only the appearance of the product should be attractive, but also the organization’s website, where you can get acquainted with its features and place an order.

Special attention in neuromarketing is paid to the choice of a suitable color. It is recommended to choose bright tones for the logo. Each of them has certain features and is capable of causing specific associations in the consumer. But when choosing, they also rely on the type of activity of the organization. In some cases, restrained, not flashy tones become more suitable.

Neuromarketing and Colors

 

A competent choice of palette allows you to place the right accents, creating the right mood for the consumer. Additionally, the design can become memorable. Basic shades:

• Red helps to concentrate attention.
• Blue has a calming effect.
• Green is relaxing.
• Yellow makes you think.

Cool shades of blue are suitable for serious companies, such as consulting agencies. Metallic tones are often used by brands that produce electronics. One successful example is Apple Inc.

Some new organizations produce logos and packaging similar in design to recognizable brands already present on the market. This allows to evoke the necessary association and provoke the consumer’s desire to purchase the product.

Lighting design

Lighting has no less impact on the buyer’s psyche. The intensity and temperature of light are taken into account. Features:

• Warm lighting. Creates a cozy atmosphere. Used in bakeries, furniture stores.
• Cold. Allows you to highlight certain products, for example, jewelry looks especially attractive in this light.
• Bright light. Promotes mood and activity levels. Similar intensity is found in children’s stores.
• Subdued. Helps to relax, calm down. Makes the buyer stay longer in the sales area, facilitating the decision to buy.

Hearing

Sound is a powerful marketing tool. It allows you to set the right pace at which customers will move around the store. With the right signals, you can increase or decrease the time it takes to make a purchase decision. Many stores have background music. The specific direction depends on the type of store and its product range. If clothes are sold, they play music from the catwalk, children’s things and toys – soundtracks from cartoons. Grocery stores use calm, unobtrusive motives. It has been proven that calm and relaxing music helps customers stay in the store. A fast pace, on the contrary, makes them move faster. A similar approach is used if the key, exclusive product is located closer to the exit of the store.

A little more about the auditory effect

The musical accompaniment is influenced by many factors, including the time of day. During rush hour, more rhythmic, fast compositions are played, and closer to evening, they change to calmer ones.

It is not recommended to turn on the radio as a soundtrack. During the broadcast, commercials are turned on, and it is also impossible to predict which songs will be on the air. The mood in the hall will change chaotically, which will not benefit sales.

Radio and television are used in neuromarketing in a different way. They influence the buyer’s ear with the help of brand advertising by using rhyming lines, memorable sounds. The slogan should be simple, but stick in the memory forever. For example, the famous slogan “Cleanliness – pure Tide”.

Taste

 

Certain neuromarketing methods are aimed at tracking and analyzing the brain’s response to various taste sensations. The data obtained is used to make the product taste better. A combination of certain ingredients can provoke the desired emotional state in the consumer, and in some cases provokes dependence on food or drink. For example, a well-known component that causes addiction and enhances taste is sodium glutamate. The food additive is added to sausages, various sauces, fast food, etc.

Some manufacturers organize open tastings of their products in stores. Having tried the product, the buyer remembers this taste and is more likely to buy the product in the future.

Smell

A scent can evoke a certain association in a person, create the right mood. Therefore, the sense of smell is also given special attention in neuromarketing. It is important that due to physiological characteristics, it is the information about the smell that enters the brain faster than signals received through the ears or eyes. A scent can become a brand’s calling card, making it more recognizable and memorable.

Depending on the type of fragrance chosen, it can relax consumers or act as a stimulus to action, to make a purchase. Some companies use subtle notes that the customer does not even feel, but they affect the brain, increasing the level of loyalty to the brand.

Common fragrances

Depending on the store’s focus, category and range of goods, an appropriate scent should be selected. Examples:

• Grocery stores and bakeries use notes that help to increase appetite. For example, the smell of freshly baked bread, fruit. Inside supermarkets, points with the production of their own baked goods are located at the end of the sales area for a reason. Following the pleasant aroma of food, the buyer will walk through the entire store and take additional goods along the way.
• In shoe stores you can often smell the aroma of genuine leather.
• Spas encourage relaxation with floral, marine and forest scents.
• For caffeine, the aroma of coffee is natural. Often it spreads beyond the sales area, and the coffee aroma can be caught just by passing by the establishment. This is how customers are lured into the cafe. Most caffeine offers various drinks, food. But only the aroma of coffee is felt. This is a marketing ploy, because the main focus of the establishment is coffee.

Touch

Pleasant tactile sensations evoke a lot of positive emotions in a person. It is difficult to refuse a purchase if the product is pleasant to the touch. This automatically disposes the buyer to the product. Many companies strive to make their packaging tactilely pleasant. Often, when presenting a product, they offer to touch and hold the product in their hands. This helps to better remember the product, forming positive associations with it. Examples:

• In furniture stores, visitors are invited to sit or lie on their products to assess their quality.
• Fitness clubs offer introductory tours to clients so that potential clients can try out some of the equipment.
• In watch shops, the selected watch is tried on the buyer’s hand.