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Neuromarketing - How to use colours to sell more

Updated on January 21, 2019
Neuromarketing | Source

Throughout our lives, we find colours around us one way or another: either the green colour of the leaves of the trees, the grey colour of the asphalt or the blue colour of the sky. Colours give us special sensations depending on the type, the urgency based on red and the optimism of yellow for example.

Let's say that the colour image serves as a trigger to a particular state. Clearly, the view is the most developed sense of the human being and underestimating its power is to put our advantage against.

According to Jürgen Klaric, an expert in Neuromarketing, 84.7% of consumers recognize that the colour of a product is the main reason to make the purchase. Without a doubt, our business must not leave aside such a detail.

In this post, we will see how colour affects the psychology of people and how to use colours in our favour.

Let's go there!

What is neuromarketing?

First of all, we have to understand what neuromarketing means and its functions in the business world today.

Neuromarketing is, basically, neuroscience applied to market. Having an objective to understand the purchase process according to the neuronal activity towards the behaviour of the brands. That is, to understand the areas of the brain that are activated in consumer decision-making.

It is known that the unconscious plays a very important role. In fact, 95% of purchasing decisions are taken unconsciously, wow! That means that to assume that we are rational creatures together is false.

The process

There is a multitude of neuromarketing techniques that allow recording the different reactions of the human brain to stimuli: Eye-tracking, electroencephalogram, magnetic resonance and many more. Once the data is obtained, marketing actions can be used to design and launch products anticipating the reactions of the potential consumer.

The advantages of neuroscience are large amounts of data extracted from the same subject. This exhaustive knowledge achieves, so to speak, "conquer" the consumer, creating customized products.

From the outside, neuromarketing seems the panacea for the business sector. However, like any exploited practice, falling into the wrong hands is a handicap, decaying quality and confidence in the brand, being an intrusive and unfortunately manipulative activity. For this, the ethical code of the NMSBA (Neuromarketing Science and Business Association) has been created specifying the uses of the ethics of neuromarketing in both advertising and marketing.

The application of neuromarketing is wide and varied, but we will focus on the key issue that concerns us: colours.

The power of the colours

Have you noticed that when you see the blue colour you feel a sense of calm and safety? Or, if you look at the orange, do you notice excitement, increased energy and mood? Well, neuromarketing takes into account the impact of colours on our mood.

The mind of the human being responds emotionally to colour. Created by the perception of light suggested by the tone. Being especially sensitive to changes in light, colours "trigger" a powerful message in our mind. Resulting in a concrete reaction. The big brands, they know this. For example, Red Bull or Coca-Cola use red in their favour, exciting the consumer and creating a powerful "call to action".

It is not about choosing colours that you "like" but to link your brand according to the type of emotion you want to awaken in the consumer.

Apply colours to our brand

After understanding how they alter the colours of our mind we arrive at the practical part, using the colours in our favour. Therefore, ask yourself these 3 questions :

What sensations do I want to awaken in my clients with my brand? For example, tranquillity, freshness, excitement or optimism. So if you want to generate a state of health and wellness from your natural products, green would be the most recommended option.

What values do I want to associate with my product category? The congruence between your product and the values they refer to are very important. For example, taking the previous example, if your articles are "ecological" you will clearly not use black, which suggests mystery. And, unless you want to get that effect precisely for whatever reason. It is convenient to avoid it.

What target market am I addressing (children, adolescents, youth, adults or seniors)? The type of customers and their behaviour will greatly affect the choice of colour. In fact, even gender shows differences, men and women are more related to a certain colour. Both have similarities but differ in certain colours. For example, purple is more attractive to women. While for the man it is black.

So you know, enjoy the opportunities that neuromarketing offers within an ethical and responsible framework. Take advantage of its infinite benefits in each and every one of the areas that you think are necessary. Developing neuromarketing strategies will no longer be a problem. Personally, I encourage you to apply the concepts already mentioned. Good luck!

© 2019 Syed Afiat Rahman


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