It was somewhere in February that I was at Delfino, a huge supermarket in Candolim, Goa. I came across various snacks, which had one thing in common – they were all packaged in bright colors. The next week, I was at the same place, and having a look at a set of products on display. They too had one thing in common – extremely simple fonts.
One month later, I went back to Delfino, but this time, I didn’t find the need to search for those products. I instantly remembered their brands and their location in the store, buying them without any fuss.
After reading this, do you question yourself whether colors, fonts and other trivial things influence you into buying a product? Ever wondered why did the makers of Coca Cola choose a bright color in their packaging? Do you ever feel the need to know the reason behind the colors of Lays chips’ packets? These factors which influence customer’s buying behavior are found out by neuromarketing.
- Today, marketers use Neuromarketing to design their content which they have to show to the customer to invoke a particular neurological response that is associated with buying or emotions linked to buying.
- It capitalizes on the cognitive biases of the human brain.
- It empowers marketers to hook potential buyers using human psychology and tempt them to make a purchase.
- Neuromarketing is utilized in market research by complementing traditional market research techniques.
- It helps us to understand how customer’s brain works, and subsequently design strategies according to that behavior.
- It focuses on getting better results while spending less money.
- Neuromarketing is an activity that tries to produce some kind of brain activity that will lead to the desired buying behavior.
It is mostly done through the following two ways:
- fMRI: functional magnetic resource imaging
- EEG: Electroencephalography
Neuromarketing has been used by multiple brands and companies to enhance their packaging, increasing the speed and efficiency of their systems, and making their promotion mix more efficient.
How does it help brands?
- Understanding colour psychology:
The visual appearance of any product has become a necessary aspect of packaging. Probably that is the reason because of which I remembered the product, back at Delfino. Some data to verify this.
Shoppers are placing increasing importance to the colors of the package when they buy a certain product. This is a major factor in sales. Colors increase brand recognition by 80%, which directly links to consumer confidence. Colors and branding are closely related to each other as a prominent color helps in easy brand recognition.
Marketers need to be focussing more on this aspect of packaging because the packaging is very often the first point of contact between the product and the customer.
- To decide the direction of the face in the advertisement. Research states that the audience attention is focused more towards the direction where the character’s face is. Diaper makers can involve neuromarketing as a means to understand consumer psychology in this way.
- Audio branding of products:
The iconic tune of Britannia has become a part of their brand recognition process, and wherever people hear the tune, they relate it with Britannia biscuits. Neuromarketing can help brands understand what kind of a tune the audience can relate to.
- Deciding the right fonts:
Having the right mix of simple fonts and complex fonts make for clever marketing. Simple fonts should be used for information which is used to attract customers towards your product, while complex or small fonts should be used for information, which is not used for attracting the consumer, but for giving them specific information about the product.
- Effective pricing of your products:
Being one of the 4 P’s of marketing, price is still considered a major factor which influences customer behavior. Check out the example below.
- Effective packaging:
Neuromarketing has helped brands to identify the right details to be included for packaging to be effective.
- Improving the efficiency of the systems:
Increased speed of delivery and a decrease in the load time of websites are the biggest success factors of internet retail. This was found out using neuromarketing.
PayPal effectively used neuromarketing to increase their payment system, which helped them develop a more refined identity as a brand.
In 2008, Frito Lay worked with NeuroFocus to find out how consumers felt about Cheetos, as well as their response to Cheetos’ messages. Using EEG, NeuroFocus reported that the orange residue left behind after eating Cheetos evoked a feeling of subversiveness, which is possibly related to enjoying a guilty pleasure. The company built an ad campaign “The Orange Underground”, featuring a mysterious Cheetos version with a cheetah mascot encouraging people to commit submersive ads. This won Frito – Lay a Grand Ogilvy award from The Advertising Foundation.
- The high cost of using neuromarketing equipment like EEG etc, thereby raising the cost of the marketing activity.
- Accusations of brainwashing, as customer behavior is being targeted.
- Questions as to how much does brain behavior affect consumer behavior are raised.
- Inability to deploy in business arenas. Although businesses are using neuromarketing in their strategies, it is still difficult to be implemented in many business arenas, because of its high cost.
Even with all the issues surrounding it, neuromarketing takes us to that part of the brain which the marketers like to explore.