As marketers we always seek to get more brand awareness by buying more media, however we forget that within our brains lies a complex structure that we can also target. When it comes to advertising, appealing to different parts of the brain with different methods has been proven to be effective. Advertising is a creative process that can be successful when the effects of an advertisement on a human is understood. Research has shown that targeting different parts of the brain within your marketing executions can increase the performance of your campaigns.
The Value of Emotion
Emotions control approximately 80% of choices a person makes due to the fact people feel first and think second. When these feelings occur, they are processed through the amygdala located in the limbic lobe. Since the brain processes emotions before rational thoughts, they make a lasting impression during the decision making process. This proves that the brain reacts to emotional marketing. According to The Gallup Business Journal, “emotions play a far greater role in determining business outcomes across industries that many executives grab.”
What You See Is What You Want
90% of all data our brain processes is visual. The brain responds rapidly to colors and images, which go through the visual processor of the occipital lobe. Our brain is wired to process images faster than text. Furthermore, we recall messages better when they are combined with an image as opposed to just a plain text ad.
Different colors cause people to react in different ways because they communicate with our subconscious. For example, red can stimulate you to make a quick decision while yellow can attract attention or make you feel happy. Understanding what different colors and images represent can be helpful for advertising a product. In the case of Passion Communications, the red orange color was chosen because it was a color that symbolized both energy and happiness. It evokes a sense of desire and thirst for action.
Our minds tend to associate memories with senses of the past. These memories are processed through the temporal lobe, which integrates sensations of emotional experience, sight, sound, smell, touch, and taste from personal experiences.
Smell is a chemical sense within our brain that has a power over your memory. It is recognized as our most controlling and primitive sense. Often times, smells can bring a memory back from the past by just taking a whiff of something familiar. With this power, smell has the ability to make or break a product in the advertising world by impacting your decision making through your emotions. According to Clean Link, “The portion of the brain that controls smell is located in the limbic lobe, the center part of the brain that also controls emotions… The quickest way to change emotions is with smell.”
The sense of touch allows us to send and receive different emotional signals through physical contact. These sensations are received from touch receptors and nerve endings, then processed through the primary sensory cortex. Although the feel of something can be intriguing, physical touch isn’t always needed to receive the same sensation. Products have the ability to communicate with your imagination by invoking images of textures. For example, advertising something that is described as “softer than silk” can appeal to one’s sense of touch throughout their mind.
Just as it is possible to appeal to touch without performing the physical action, the exact sensation can occur with your sense of taste. Signals are sent from your taste buds to the brain to be processed through the cerebral cortex. If you see a picture of a delicious meal, you will associate how good it tastes with that image in your mind. These descriptive images cause your body to have tactile responses to advertisements and can stimulate your memory.
We all remember the catchy theme songs of our favorite TV shows or the distinct voice of a loved one. These are examples of how sound is something that can remain with us forever. These sensations of sound are processed through the auditory system. According to The Content Marketing Institute, “Our brains are best at attention and retention at the beginnings and ends of things.” This is important for advertising; the most relevant information should be explained at the very beginning or end while presenting a product.
The power of our brain is indescribable since everything we have ever experienced has been processed through it. Comprehending how the mind works is a strenuous task, but it allows you to understand how an audience could potentially react to a product. Even though every person processes things differently, we all use the same parts of the brain to process this information. As markets we need to make sure that our communication always reaches our consumers in all areas of our mind, not just the rational parts.
Martin Lindstrom wrote his best selling book “Brand Sense” based on Milward Brown’s global study linking branding and sensory awareness. To create a strong brand identity and products or services that resonate best with people, it can be a successful way to build your brand through touch, taste, smell, sight and sound. This represents the individual discretion of you and your brand identifying what creates the most outcome of your know-how and experiences as a company. However, there is another “touch point” in humans influences even more what people identify to be relevant to them: the subconscious.