The Primitive Human Brain & Marketing

Primitive Brain | Centerlyne Web DesignThe other day while passing some time on Tumblr, I came across an interesting piece titled “12 Secrets of the Human Brain to Use in Your Marketing”. It was a paid ad, meaning no one that I follow had posted it. Still, the ad seemed interesting to me. So I clicked on it.

What it opened was an infographic detailing how the human brain innately works and how to use that in order to obtain better results with marketing campaigns. While the graphic detailed 12 secrets in total, they all fall under 2 main ideas.

1. Though some won’t admit it, we all still have a primitive brain.

This is nothing to be ashamed of. If you think about it, we rely on our primitive natures to make most of our daily decisions. Ever heard of gut reactions? Well, those don’t come from your stomach. They come from your amygdala. In addition to giving us these gut reactions, the amygdala controls our emotions. Having an emotion about something makes a more lasting impression than rational thought. They also help us to absorb information 5 times faster than rational thought.

It should be pretty obvious what this means for marketing. Make your content something that stirs mild emotion. In other words, stimulate the amygdala. Don’t necessarily stir controversy with your content, just tap into your followers’ emotions a little bit. Hopefully you interpret this as tapping into the “happy” kind of emotions…

2. Reading books and plain text is cool. But our brains still LOVE images.

Its true. Particularly with images associated with danger, sex, and food. Seen a Men’s Health or Cosmopolitan magazine lately? Those guys have it down. However, PLEASE don’t start posting pictures of cheeseburgers with muscles in bikinis doing wheelies on their motorcycles. That’s ridiculous. And not the point I’m trying to make.

Most (about 90%) of the data that we remember is visual. This is even true with text. When reading a Marketing | Centerlyne Web Designbook, most of what we remember are the visuals we make in our heads while reading the story. Very rarely do we remember what the words themselves looked like. If you can manage to tell a story completely with visuals, congratulations. It’s not easy to do. But that doesn’t mean that trying doesn’t count. I’ve said it before, and I’ll say it again. Give your audience visuals. Pictures. Videos. GIFs. They make it easier for us to absorb whatever information is being given to us.

Going further on the “images” topic, images of faces and certain colors can work wonders for you. From birth, we are able to recognize the human face. Therefore, it is familiar to us. Familiarity=comfort. So, including human faces (happy ones) helps your audience to recognize your brand. Why else do you see so many ads featuring young and happy people consuming whatever product is being advertised?

Facial recognition=brand recognition. I can vouch for this. Over the past two weeks I have been in and out of my local AT&T store with phone troubles. While there, I see posters of all of these different people posing as AT&T associates. Whenever I see them anywhere else (usually on TV), I know that the AT&T logo is on its way from the moment I see those familiar faces.

By: Alec England, Columnist, Centerlyne

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