How should we place the product in a visual for a message to get to the audience properly? What should we do for a logo or a product to be seen more visible? Neuromarketing methods which observe what a consumer sees in the advert provide answers to these questions…
Example 1:Which hand should be used on an advert that involves food? Right or Left? We realized as a result of tests performed in cooperation with ThinkNeuro. That holding a hamburger in right-hand causes a problem in consumer’s mind. Even though %90 of the target audience is right-handed. We noticed that they reserve their right hands involuntarily for activities. Which require functionality such as eating french fries, drinking coke etc. That kind of information would determine how effective the ad will be.
ThinkNeuro ile laboratuvar ortamında gerçekleştirdiğimiz araştırmalar sonucu hamburgerin sağ elde tutulmasının tüketiciler nezdinde sorun oluşturduğunu fark ettik. %90 oranında sağ elini kullanan hedef kitlenin normal şartlarda bu konuda sorun yaşamaması gerekirdi.
Example 2:Do you think the burger on the visual should be bitten or not bitten?
Red: High focus area
Yellow: Medium focus area
Green: Low focus area
On the left hand visual since the hamburger is bitten there is no other point that will draw consumer’s attention. Therefore, consumer’s eye focuses more on the logo and the writings.
On the right hand visual, since the hamburger is bitten consumer’s eye focuses on the bitten area, not the logo and the writings.
The bitten area on the hamburger causes consumer who is looking the visual develops empathy through mirror neurons in his brain as if he is the one eating the hamburger. That triggers an emotional influence. Even though we can’t share the EEG result in that post, you can notice that the right hand visual triggers more the consumer’s emotions.
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Most critical part of the story is how it ends says, Kahneman. Sandwich Technique uses that ideology breaks down the cognitive walls of people and opens new doors for better communication.