Things enter through the eyes, or at least that’s what popular wisdom says. What we see is what leads us many times to decide to get one thing, to consume another or to bet on a completely different one. Therefore, taking care of what enters through the eyes is something decisive and very important for companies and brands.
But what must be done to make visual stimuli work and to make brands and products stand out from their competitors? Companies have to take care not only of the obvious elements of their visual identity and the visual presentation of what they offer to consumers, but they also have to be aware of many not so obvious elements.
As in many other areas, the brain of consumers plays with perceptions and ideas that make the way products and brands are seen is completely modified.Canada Phone Number List Database Taking this into account is therefore crucial and neuromarketing techniques can help (and a lot) to achieve better results. Based on an analysis by , we highlight four neuromarketing tricks that can change visual perception.
It may seem like a somewhat diffuse and irrelevant topic, but it is actually crucial when it comes to establishing certain issues using visual referents. Not only is it important because it implies that the brand is positioning itself by giving certain information (a futuristic image implies certain values and certain associations) but it also has to be taken care of due to the cultural implications they have. The elements of time and space are specific to each culture, they alert in the analysis. And that is so important and so variable that even how the future is represented can change completely. It is not the same as how someone from a culture who writes from right to left sees the location of the following as someone from one who writes from left to right. Time – and especially the representation of time – follow the same scheme.
Many logos of many brands include diagonal lines or simple lines that go in one direction or the other. In reality, the lines and directions that follow are not items to be left to chance, as the brain processes them differently and gives them different meanings. The lines, their inclusion and their direction have an impact on how we view the brand. Is it something active or not? The ascending lines are seen as active, young and energetic, which explains why sports brands include them in their logos. Descending marks are seen as an element associated with relaxation and inactivity.
Humans have a limited attention span. What does this imply? On the one hand, this means that each visual stimulus we receive is seen in a very short time and that the brain decodes it very quickly. The margin to see that something is interesting or not is very scarce and therefore the best that brands and companies can do is to simplify that so that in a glance the brain reads that this is relevant. On the other hand, this means that firms have to be much more aware of what makes them stand out visually and what codes they have to use.
As they point out in the analysis, they have to look for those things that make them visually remarkable. They have to identify what makes them stand out from the rest and what it means to break with the heap of things that the view is receiving. The key can be almost anything, depending on what matters at the time. It can be from the packaging to the name of the brand or the colors of the logo. The firm has to identify what is relevant on each occasion and empower it so that the brain can decipher what is in front of it more quickly.
The visual is also modified by the sensory
Visual stimuli are one of those that are usually analyzed and usually monitored, as an important element by itself that has a direct impact on what is decisive when it comes to approaching consumers. However, the visual may work better if other elements are taken into account. If the work of the other senses is added to the equation, the effect can be much higher or much more effective. Thus, for example, combining visual stimuli with olfactory stimuli helps to have more complete perceptions and can make consumers have certain sensations. Combining the scent of lavender with slow music creates a sense of calm that helps to see certain visual stimuli differently.
It is not the only relationship between sight and other senses, since just as the others affect sight, the reverse reaction occurs. Using light colors makes things feel lighter, and positioning product images at the top (of an ad or the packaging itself) also makes it look lighter.