With the emergence of advertisements and marketing in every aspect of our life, consumer neuroscience has become an important tool for brands to hit the right note. Many brands and companies have used neuromarketing techniques to analyse consumer behaviour and to create an impact on people’s minds.
Here we have a look at four brands that have used neuromarketing tools for different purposes.
1. Chips Ahoy
Chips Ahoy is a famous cookie brand that decided to check people’s reaction towards their packaging. This was done using Electroencephalogram (EEG) data of consumers to figure out what parts of the packaging incited positive responses and which ones incited negative responses in people’s minds.
The study found out that there were significant parts of the packaging that brought out negative or neutral responses from the consumers.
The picture on the left is the old packaging while the right one is the new modified version.
The EEG data showed that people had a negative response to the word ‘resealable’ on the old packaging, mainly because it was hard to read. The cookie image on the previous logo also stimulated a neutral response from the consumers and appeared ‘boring’. Apart from that, the font used for the logo and the overall dark blue colour gave a very formal vibe to the brand, which was a turn off for the consumers.
The new logo, therefore, had a much more exciting and a bigger cookie shape, along with having a logo that’s written in a much more informal font with a playful light blue background.
There is a scientific reason for why you just cannot resist eating at McDonald’s whenever you see the logo. Some complex processes happen in your brain every time you come across a McDonald’s sign.
McDonald’s has cleverly incorporated some very key elements of visual neuroscience in its logo that trigger your brain.
Bold colours like red are supposed to bring a sense of comfort and warmth to give you an environment where you’d like to eat. Further, red colour is also supposed to provoke hunger when you look at it.
The yellow arches immediately evoke automatic thoughts of ‘fries’ further inciting your appetite. Yellow is also associated with friendliness and happiness and is the most visible colour in daylight. The combination of red and yellow in McDonald’s logo is the perfect combination to target their consumers.
The tequila brand used a neuromarketing tactic called ‘hippocampal headlines’ in its ad campaign.
The headline ‘Practice Makes Patron’ is a modified version of the age-old adage ‘Practice Makes Perfect’. When a word change in a familiar expression occurs, our brain pays much more attention to it. This is due to the hippocampus region of our brain, which acts as a prediction and comparison machine and reacts if there is a discrepancy between what was expected and what was shown.
In this example, when we see the word ‘Patron’ instead of ‘Practice’, our brain wakes up and actually correlates the two words.
Google wanted to know if people were even watching their TV ads and what they could do to make their ads memorable.
They conducted an eye-tracking survey where the subjects wore eye-tracking glasses while watching TV. Google used the data to analyse how much attention people were paying to their ads by tracking their eye movement when the ads were playing.
This helped them understand which ads were impactful and which weren’t.