9 Examples of Neuromarketing that Companies Use Everyday
There are many examples of neuromarketing applications both for the virtual and real-world; they are increasing their usage also because of its effectiveness and their relative economic cost. Many companies frequently use tools such as heat-maps, A/B testing, or use of particular colors.
While you are in a supermarket evaluating the right price for a product, your brain already has taken a decision, and this is because of our thousands of cognitive biases.
In this article, you will see nine examples of neuromarketing methods applied continuously by small and big companies.
What are you looking at?
To sell a product, in this particular case, diapers, you need to take care of the composition of your ad. For instance, the baby looking directly at the product is different from the version when he looks in another direction. In the first case, you are indirectly looking at the product because of the baby so that you will be more focused on that.
This can be explained through the eye-tracking technique, which allows computing the watching time of our eyes by looking at the different parts of the image. As you can see from the example, different colored areas are divided for color; the red ones are the area with the maximum intensity.
The same thing can be applied to digital marketing. As you may know, it is possible to pay on Google ads (for example) to have a digital ad in a specific position. The fun fact is that often the most expensive ones are for a position different from the first one; this is because we unconsciously skip the first row of a page search on Google. Nielsen did a study on this by applying eye-tracking and saw how the pattern for the consultation of a Google page and other sites always have the same triangle or F shape, just to make other examples of neuromarketing.
The paradox of choice
How many times happened to have so much choice to be undecided on what to buy? And how many times happen to be so overwhelmed about it to decide to go out and deny every chance to buy something?
To better understand this strange mechanism, some years ago, the economist Iyengar and the psychologist Lepper experimented with a supermarket. They decided to exposed 24 kinds of different fruit jams, and the result was that only 3% of the customers bought one of them. Then they tried to reduce the number to 6, and in this case, the percentage of those who bought a fruit jam increased to 30%.
These examples of neuromarketing explained how our behavior works during this kind of situation of too many choices; thus, less is better than more, but maybe only for this case.
If you remained impressed by the previous paragraph, let try to twist your ideas. Too many products of the same type can indeed be dangerous and ineffective, but also the principle of scarcity can be a super helpful strategy to adopt.
This is one of the most famous, and you have probably seen it many times, especially during sales or special events where there are limited prices, products, or similar promos. The main aspect of this technique is straightforward; people are afraid to lose opportunities; it can be a flight or a ticket for a concert of a famous star. This is why many brands try both online and offline to let you buy something until something end (like Amazon with the daily offers).
Which color do you like?
Colors with words can evoke in our minds, different kinds of emotions, and moods. For instance, the red color can be interpreted as aggressive or exciting, or green can be used to give a sense of healthy or organic. This is obviously a reaction of our irrational part of the primitive minds, and brands know how to take advantage of this sort of bias.
For instance, during the electoral campaign, the candidates use different colors of ties depending on what they want to communicate with their followers, usually red or blue.
But as we said previously, also brands choose specific colors for their logo or products. Taking as examples famous digital brands like Facebook or Amazon, they use different kinds of colors to communicate loyalty and responsibility (blue) on one hand and innovation and positivism (orange) on the other.
What about the smell?
Another sense that is used by marketers and brands are smells. Since smells and taste are strictly connected, many shops use some kind of essences like chocolate or vanilla to stimulate the consumer to buy a specific product. This is why many brands like Lindt or Nestle use this strategy in their different shops, or also many other small businesses like bakers, which use the smell of fresh bread to stimulate the hungriness on customers.
Another known feature used in neuromarketing is the packaging. It is indeed one of the essential elements for a brand since it allows us to connect it directly with the consumer.
In the daily life, in particular, in the supermarket, we choose those products that can capture our attention, this process is based certainly on our past experience, and it would be too much expensive look in detail every single product that we will buy, so we tend to take a rapid decision to maximize our precious time.
Marketers know different techniques to build ideals packaging for their brands. One of these is color. Every culture has a different meaning for colors, and this can be used to link the consumer to a specific direction. For instance, in western culture, white and blue are associated with health and clean product; this is why many hygiene products are prevalently colored with blue and white.
Recently many brands have started to catch customers in other more creative ways. For example, the use of a strange form of the packaging can be a good strategy since we are not probably used to that, and we are instantly attracted to the unknown.
Further examples of neuromarketing techniques can be used to get information in order to build a website with almost perfect UX/UI.
There are several techniques, such as colors, layouts, and dimensions of the font used on the website. A rule of thumb can be to use several certifications, widgets, and reviews to get more attractive for users and guaranteeing a sense of security and reliability.
Another exciting discovery is that the new horizontal style of layouts is less effective than the traditional vertical ones. This is because everyone is used to read web pages from top-down and not from left to right like a book.
But other values are significant for a website other than security and design, and it is speed. Many companies focus only on design and the widgets of a website, but what users want more than ever are speed and efficacy.
Paypal, for example, discovered that by writing that their payment method is rapid has taken many more customers than before.
So do not focus only on security and design for a website because also other factors like speed can be more helpful to gain more buyers
Gamification is one of the most recent techniques used by many popular brands. You know how a videogame works, is it? When you play a game, if you pass a level or do something relevant for the game, you can be awarded to get more involved and continue to play the game.
Many marketers have used the same psychological process since it has been discovered that the process of gamification increases the level of dopamine inside the brain, stimulating the user to continue its journey. This is because it is related to the sense of pleasure and satisfaction.
Probably during your experience, you have noticed that many products have specific redundant numbers in their price, especially for “9” and “7”.
Starting from the most famous, the number 9 is used everywhere from online to instore business. We knew that the reason to use 99 instead of 100 is related to the psychological bias that is telling us that the first one is better than the second one because it has fewer digits, and it works very well. It has been studied that the use of this technique called “charm price” increases the sales of 24% versus those products which have rounded prices.
Talking about the 7, we know that has always been used for many things that everyone remembers, seven wonders of the world, seven days of a week, seven capital sins, and so on. The most incredible thing is that if you ask a person to choose a number between 1 and 10, 7 is the most probable to choose, but why? Many experts say that it is perceived as the most strange and casual number among the others, in particular among even numbers; others say that everything depends on our culture, society, and personal conceptions.
Finally, to choose a price for your products, try to use these examples of neuromarketing by selecting a number that can be 7 or 9 or both since many neuro-marketers noticed that it actually works and can certainly improve your sails.
As you saw, there are thousands of ways to use our brain for marketing purposes and so many examples of neuromarketing to apply by companies. Maybe you do not think about it during your shopping experience, but every day you are influenced by your instinct and cognitive biases.
We hope you enjoyed the previous examples, and if you would like to explore more on marketing and digital marketing here, there is our fantastic section of the blog.
“People exercise an unconscious selection in being influenced”
– T. S. Eliot