Neuroscience & Marketing


How Visuals Can Grow Your Business

The brain responds well to beauty, and if incorporated into your neuromarketing strategy, you can expect favorable results! Read more about how visuals in neuromarketing work.

If beauty is in the eye of the beholder, how do visually appealing marketing campaigns become so successful? For instance, when you think of commercials by Apple or Dove, the first thing that comes to mind is how great their aesthetics are and their popularity. These major companies focus on creating an immediate connection with their audience by stimulating their brain with aesthetically pleasing visuals. This neuromarketing strategy isn’t exclusive to commercials; it also applies to emails, social media ads, web pages, and digital ads. Our Fort Lauderdale digital marketing agency goes into detail on how visuals in neuromarketing work.

Visuals in Neuroscience

Creative visuals stimulate different areas in the brain that are associated with decision-making, reward, and emotion. This brain activity affects multiple sensory modalities and it occurs no matter what, whether someone is looking at a painting, admiring a color-coordinated closet, or listening to music.

Viewing attractive people creates even more brain activity, according to researchers. In a study performed by Professor of Neurology at the University of Pennsylvania, Anjan Chatterjee, people are compelled to move physically closer towards attractive faces and concluded that “the brain responds automatically to beauty.” [1] Other researchers like Semir Zeki, Professor of Neuroaesthetics at University College London, observed most of the brain activity taking place in the medial orbitofrontal cortex, stating it was “proportional to the declared intensity of the aesthetic experience.” [1]

Using Visuals in Neuromarketing

So, now that you know how the brain responds to aesthetically pleasing visuals, how can you apply it in neuromarketing? Appeal to your audience’s subconscious by incorporating beauty into your marketing campaigns. In other words, the visual storytelling of your marketing campaign must resonate with your audience along with the message. Beautiful visuals in neuromarketing tend to trigger emotion and reward in your audience’s brain, which can play a hand in generating conversions from your marketing campaign. Using plain visuals, graphics, or only text can make your business or brand miss an opportunity with your audience.

 

When incorporating neuroscience in your marketing campaigns, it’s important to make your visuals beautiful while also telling a story. The task of creating the best visuals for a marketing campaign might seem daunting, but you should never hesitate to reach out for help! If you’d like to create aesthetically pleasing visuals for your marketing campaign or would like to learn more about our other digital marketing services, contact a member of our marketing team today!

 

Sources:

[1] Marketing Land – Neuroscience and beauty: Why visually appealing marketing assets matter