Marketing · · 3 min read
Why you should use Neuromarketing and the 6 stimuli formula in your designs
Use these highly persuasive techniques that some big brands have used to make millions of dollars.
By Nicolas (NickMark)
If you came from the blog 3 segments of your brain you didn’t know existed! It means you strongly want to know how to stimulate the irrational brain!
If not I highly recommend you read that one first to get the most out of what I’m about to show you.
Back in 2010, I stumbled upon the Neuromarketing book by Patrick Renvoisé & Dr. Christophe Morin, making me shift my mind (and the way I design for my clients) completely.
In this book, they share the amazing 6 Stimuli Formula in how you can stimulate the irrational brain, and it comes like this:
1. Self-centered: why does your brain take everything personally?
Your irrational brain, in order to guarantee your survival is always present and self-centered. It experiences every situation like is real. It can’t distinguish a virtual situation from a real one. That’s why you cry or laugh when watching a great movie.
- Use the word “you”
It makes you feel they're talking to you directly.
- Chose images that have a first-person point of view (POV)
Your brain will impersonate the image/situation and feel it like is happening in reality
2. Contrast: why does your brain need a comparison?
Your irrational brain always needs to contrast one situation with another to know how to react.
- Before & After
Your irrational brain will see the context in the first image and the result in the second one instantly.
It's pretty clear how global warming has affected this river over only 3 years
- Big vs. Small
You know Shaq is BIG! But with this image, you definitely can tell how huge he really is
3. Tangible: why does your brain need to feel it?
Your irrational brain needs to experience situations in your own flesh
- Make it real
Talking over the phone and driving leads to a bloody death
- Stimulate your senses. Let your audience smell and taste what you're selling
Did you smell the aroma of the coffee?
4. Beginning & end: what does your brain remember?
Your irrational brain only cares about the first impression and the last one. That is why you always need to know how the gossip ends!
- Storytelling is all about how it starts but definitely how it ends.
They fell in love...
I think he fits there... that's something we'll never forget
5. Visual: why does your brain need to see it?
Your irrational brain understands any situation way better when you can visualize it.
- A picture is worth a thousand words
It looks like the FedEx truck is faster than DHL
I can tell is purely made of tomatoes
6. Emotional: what really moves your brain?
Your irrational brain is really moved when strong emotions are triggered
- The power of storytelling, metaphors, and fables that really toach your nerves.
It makes me cry and also felt furious about this animal cruelty
Neuromarketing is the science of human decisions
In Conclusion
- Your brain is 80% irrational and 20% rational, address the first one!
- Every time you communicate something about your brand, product or services have the six stimuli in mind
Note:
Most of this content is based in the book, talks and research done by Patrick Renvoisé & Dr. Christophe Morin
