Modern Retail

Neuroscience Techniques in Branding

In a relatively new field of study, neuroscience is a rapidly growing study of the nervous system. Our brain is responsible for our moods and emotions, facilitating almost every aspect of what we do, mentally and physically. This is something brands are looking to use to their advantage – connecting directly to the thought process of those who will be purchasing their product is the ultimate advantage you can gain over a competitor, as well as giving customers the products they desire.

Neuroscience Techniques in Marketing

Research into neuroscience has given marketers a new weapon in their persuasive techniques. Emerging as a way brands can access what works well with consumers by analysing brain data, ‘neuromarketing’ looks at how the brand can influence users on a physiological level, putting consumers on the back foot.

Neuroscience techniques can be utilised as simply as choosing the correct colour schemes in your product’s packaging, hopefully giving the user the right idea about your product. Understanding colour psychology is imperative when creating your branding campaign. The usage of certain colours and shades will give the user an indication as to what the brand or product is about, even if they don’t know it themselves. Take Apple for example. Their website is predominantly black with areas of white. These colours have been designed to project sophistication, power, strength and elegance which is exactly what Apple are trying to get across when marketing their products. Creating a product of stature, especially in a crowded industry, is crucial to making your product shine above the test.

Subconscious Connections

90% of our buying decisions are made subconsciously. A lot of the time, colours are associated with our subconscious and are relative to memories we have generated alongside those colours. For example, in the early 1990s, Crystal Pepsi and Coke Clear hit the shelves, each promoting the idea of ‘purity’. The new additions of clean and pure products did not resonate well with consumers, with the preference of the artificial colouring of the usual brown coloured coke reigning victorious. This is due to the positive emotional connection subconsciously formed with the brand and product.

Although we are oblivious to techniques within many companies’ customer interaction, their ability to create connections with customers on all levels ought to be admired. Whether that is done by creating a personal relationship with an audience or by utilising what users are drawn to, building a relationship with those who buy your products is fundamental to creating a successful brand.

Contributor: Harry Parsons, Marketing Assistant