Before social media, your boss may have increased your budget and told you to buy more ads, sponsor additional events, or throw your logo on a bus stop bench, but in today’s world, the biggest challenge for marketers is getting better results while spending less money. How can we solve this challenge? Neuromarketing.
Using it, you can rethink your strategies and create smarter marketing that will boost the effectiveness of your efforts. The goal of it is to understand how your customer’s brain actually works and how marketing will affect his or her decisions.
Consumers are subconsciously defining what they want, how much they will pay, and maybe even what promotional activities appeal to them every day. The key to getting results with less is understanding this.
Neuromarketing has been around for roughly a decade and only seems to be growing in popularity. Major corporations have used this technology when designing their products, packaging, and advertising campaigns.
Simple fonts = Action
For years, many of us have been told to “keep it simple”. According to research, consumers truly can be affected by simple vs. complex fonts.
Specialists say that if you need to convince a customer to perform some kind of task, you should describe it in a simple, easy to read font.
This goes without saying for all website related content, including forms. Instructions for the form fill should be in an easy to read font and simplified as much as possible. The harder something is to do, the more friction it creates, and the less likely people will be to take action.
Make them remember you with complex fonts
While simplifying your fonts can help consumers take action with instructions, memory recall is boosted with a complex font.
This doesn’t mean you should use a complex font for your logo, phone number, or tagline. Use this tactic for important information throughout your web copy only. A complex font will not only be more memorable but grab more attention visually.
If you are using an image of a person or even an animal, take a look at their eyes.
Researchers found that people will look at what the person in the ad is looking at. So, be sure to direct the face in your ad to look at what you’d like the viewer to focus on.
A smile goes a long way
Many marketers rely on stock photography for their website. This can be a quick way to show personality and “humanize” the brand but what should be considered when selecting the best option?
Choose the smiling photo over the serious businessman. Studies show from marketing research that a “mood-boosting” image can affect customers’ willingness to spend.