Why are some advertising campaigns memorable, while others go unnoticed? Why do we make purchase decisions on an emotional level? The answers to these questions are provided by neuromarketing– the science that studies consumer behavior from the point of view of brain function. We look at how technology and psychology help businesses attract and retain customers.

Neuromarketing is based on research on how people perceive information, respond to stimuli, and make decisions. Companies use this knowledge to:

• Develop more effective advertising campaigns;
• Increase conversion and engagement;
• Create products that evoke an emotional response;
• Optimize UX/UI interfaces for user convenience.

Example: Research shows that 80% of purchase decisions are made on a subconscious level, rather than based on logic.

People remember the beginning and the end of information better. Use this in advertising and presentations.:

• Key advantages at the beginning of the text;
• Calls to Action (CTA) in the end;
• Highlighting the main ideas with color or visual elements.

Colors evoke emotions and shape the perception of a brand.:

• Blue – trust and reliability (banks, IT companies);
• Red – energy, urgency (discounts, sales);
• Green – environmental friendliness and health;
• Yellow is a joy, a positive.

Example: The McDonald's logo creates an appetite due to the combination of red and yellow.

People tend to trust the opinions of others. What works:

• Customer reviews and cases;
• Recommendations of influencers;
• Figures and statistics (for example, "95% of customers are satisfied with the service").

The brain reacts to limited suggestions:

• "There are 3 places left!"
• "The discount is valid for 24 hours only"
• "Ends today"

This method creates a FOMO effect (fear of lost profits) and it increases the conversion rate.

People buy based on emotions, and justify their choice with logic. Stories and images work better than dry facts.:

• Use storytelling in marketing;
• Evoke emotions through videos and images;
• Create associations (for example, Apple is associated with innovation and simplicity).

Neuromarketing allows businesses to better understand customer behavior and improve marketing effectiveness. Using the psychology of perception, emotions, and stimuli helps create memorable content, build trust, and boost sales. Companies that use these techniques win the competition.

Which of the neuromarketing methods do you already use? Let's discuss it!