neuro marketing Theory it's a graphic designing theory that a few people even talk about or know
but today you're going to learn all about it before we look at examples it's probably a
good idea to look at what neuromarketing Theory actually is the word neuro relates to the human
brain and its functions and marketing is well marketing bring them together and we have a
theory that actually talks about how design interacts with our brains and in marketing
it's a way for designers to better understand the human mind so that designs we make are more
effective and ultimately just are better pieces of artwork some of the common neuromarketing
tools are eegs to observe brain waves face coding to record expressions and eye tracking
technology but of course we don't have access to any of those things well most of us anyway
so how can we actually make use of this Theory luckily for us big Brands and companies have spent
millions of dollars on neuromarketing studies and so us designers can come along and then make use
of those findings completely for free the first way designers can use neuromarketing theory is
to consider the five human senses and trust me when I say if you get this right your designs
would evolve into visual beast mode Coca-Cola are a masters of sensory neural marketing now did you
ever notice how on the adverts you sometimes hear and also see that chilled bottle of coke open up
with a dramatic fears and Bubbles and often in slow motion and they know that when people see
this they're going to be completely captivated by it because they're going to be brought right back
to that point where they last drank some coke and it kind of puts them in that mental state
or let's talk about Starbucks now Starbucks cups and their sleeves have a distinctive texture that
customers associate with our brand I'm sure you probably know what I'm talking about that
specific texture will make the customer feel comfortable and comforted when they get their
product in their hand not to mention that lovely Aroma of ground coffee as soon as somebody enters
a store now you're probably thinking to yourself but yeah that's pretty cool but what does it mean
about my designs and my career now you can make viewers of your designs feel important things
via five senses for example on this design here there is a textured paper effect yeah sure it's
just a visual and the viewer can't actually touch it but subconsciously it does reach them or here
this design for Fanta just look how juicy and appetizing it looks this will trigger the sense
of taste in the viewer which then leads them to actually wanting the product and then right here
that gloopy melted cheese and on that cheese we have texture when someone eats it and then
of course the taste so when it comes to the five senses in neuromarketing theory think about these
senses and how you can actually make the viewer feel something but in a way that will actually
help make a Design's message more effective to the viewer if your design needs to make somebody feel
relaxed and at ease maybe use some soft textures on your design matched with low contrast and muted
Hues think about the viewer's five senses and then apply that to your design and the message
so next up using a human face or faces on your graphic designs has actually been shown to
increase the effectiveness of these designs for quite a lot scientists working with the brand
Urban Decay found that social media posts are up to 11 times more clickable when a human face is
included there is a big however in there if you are going to use a human face on your design then
you need to go back to the goal and the message of your design now it might sound completely
shallow and in some respects it is but this is what marketing Theory or neural marketing Theory
and marketing research has found if you're making a design that needs to create a negative feeling
to the audience then a mediocre or unattractive person is the best option so here on this alcohol
awareness design the person looks tired she's wearing no makeup and she looks quite basic
and then if the design wants a promo or show something desirable that's when an attractive
face or model is going to be used as seen with this perfume design where the model is glamorous
and physically attractive and yeah this isn't my opinion this is just hard data from neuromarketing
Theory and research now you can also focus on having people showing emotions across their
faces to get your message across to the viewer maybe smiling shocked scared and so on we're
not done yet no no no but you might have actually realized and discovered at this point that a new
remarketing Theory actually covers a wide scope of graphic design and it's made up of lots of
smaller theories that kind of make a governing directional Theory another important branch of
neuromarketing is social proof Studies have found that 88 of people typically rely on reviews and
recommendations to make a purchase decision now you watching this right now you're probably not
someone who's involved in marketing so let me explain how it can actually influence your
graphic designs now typically social proof works by a website or a design showcasing proof that
they are legit or they can offer what the audience wants if it's nudgify being trusted by 3100 brands
or a graphic design portfolio with a testimonial page proof leads to audience confidence on your
design but it can go way deeper than that now on the website where I sell my e-guide on the home
page I list some key points that a guide is going to solve for the people who download the guide it
shows them what they can get from the download in a quick and concise way this design for
branch Basics uses line graphics and typography to prove to the viewer that this product is non-GMO
it's plant-based and so on they know the target audience really really well and then they hit them
with some relevant proof sure it's not actually backed up by anything but more often than not
this will be enough for most people now if you've made it this far in today's video well done to
you you might might have actually stumbled across the most important takeaway from this don't make
your audience think make them feel when people interact with design they often make decisions
with the Primal part of their brain it's the same gut feeling when you're looking for a new house
and you instantly know in the first 10 seconds if it's right or not or how you make an opinion
about someone after only having met them three seconds ago to truly connect with your audience
you need to empathize with them on a deeper level don't make them think make them feel by
designing for their Primal brain you can tap into their emotions and create an effective experience
so when you're next designing something remember to create artwork that makes them feel something
and make sure that something is relevant to your brief your message and your target audience and
if you can't quite work out what the message of your design should be then just click the video on
screen and you can learn all about it and until next time guys design your future today peace
thank you