NEUROMARKETING CONVERSATION-STARTERS

Posted on Feb 22, 2010 - 10:45 AM

3. The principle of numerosity.

Any more than 4-5 image groups on packaging or advertising forces the brain’s frontal lobe to compute, which can result in a loss of interest, as the frontal lobe is associated with reasoning, planning, parts of speech, movement, emotions, and problem solving.

Keeping it simple and involving only 1-3 image groups means that the occipital lobe (associated with visual processing) is where the message is primarily processed, leading to greater understanding, interest and retention of the message.

4. If you use models in your advertising, don’t make them smile.

Facial expressions that are difficult to decipher result in higher awareness and retention of the advertising or packaging. A smile is instantly decipherable.

If an expression is hard to recognise, it forces the brain to open up the ‘memory cupboard’ and match the expression to the individual’s memory of what that particular expression means (all this happens subconsciously and quickly – in about 300 milliseconds). It therefore forces the brain to move the image to memory.

About the research

Neurofocus wires up 64 sensors to a person’s head (hidden under a cap), covering all parts of the brain. Each one reads 2000 measurements per second, combining to give 128,000 inputs per second.

When a respondent views a TV commercial, sees an in-store message, looks at product packaging etc. they measure the brainwaves in reference to three things:

1. Attention
2. Emotion
3. Memory/retention

Which allows them to determine:

1. Purchase intent
2. Novelty/newness (we are biologically programmed to seek novelty)
3. Awareness

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