Neuromarketing of UX

Neuromarketing is a fascinating blend of neuroscience, psychology, and marketing that helps create experiences that truly reach the target audience by understanding how the human brain responds to various stimuli.

In short, neuromarketing helps to understand people. Considering that the user experience is also for human beings, it is quite natural to expect an overlap. Neuromarketing research is also frequently used to improve the user experience.

In this article, we will examine the views of 8 UX pioneers that overlap with neuromarketing principles. We will also share real-life examples of how practices implemented in line with these views increase the success of marketing campaigns.

Invisible Design: Don Norman

“Good design is much harder to spot than bad design. Because good designs fit our needs so well that the design is invisible.”

Good design should be invisible most of the time. Because only in this way functionality comes to the fore. Putting functionality first does not mean bad looks. The right thing is the best appearance that does not lose functionality. For example, on an e-commerce site, users should be able to easily focus on the products on the site, not the colors of the buttons or the flashy interface. Hierarchy is very important in this context. It is necessary to position the elements correctly without competing with each other. This point is enough to make the difference between a successful and a failed interface.

Thanks to scientific research in the field of neuromarketing, we know this. As users' cognitive load (i.e., their perceptual challenge) increases, their emotional attachment decreases. This underlines the simplicity and Don Norman's interpretation of invisible design.

Apple, for example, has a sleek and minimalist design. In this way, it appeals to the emotions and senses of the users. This approach has brought strong brand loyalty. It also helped make Apple one of the most valuable companies in the world.

The Heart of Digital Success Usability: Jakob Nielsen

"Internet usability is a necessary condition for survival. If a website is difficult to use, people will leave it."

The French philosopher and sociologist Edgar Morin said: "The brain is not a thinking organ, but an organ that works for survival." Unconsciously, we are constantly looking for dangers and familiarities. We often use our perceptions instead of expending deep reflection. This way we avoid worrying about warnings. A good website supported by neuromarketing minimizes users' difficulties. This significantly increases conversion rates.

Add Personality to Your Product: Alan Cooper

"If we want users to love our software, we must design it to act like a respectful, generous, and helpful person."

Neuromarketing research demonstrates the importance of bonding and similarity. In other words, by adding human qualities to your product or brand, you can connect more with your target audience. This way, you can influence them more.

Insurance company Geico is a good example. Its mascot, Geico Gecko, has become synonymous with the brand. Gecko's friendly and helpful personality has helped Geico stand out in a crowded market. At the same time, it enabled him to establish a strong emotional bond with his target audience.

Problem-Solving Design: Kim Goodwin

"Design isn't about expressing yourself or making things look cool. Design is about solving problems for real people and making their lives better."

Solving problems for your target audience is important in the world of neuromarketing. You can create positive emotional responses by addressing pain points and offering solutions. This way you can build trust with your target audience.

The Uber app, for example, started by addressing issues such as the difficulty of calling a taxi. Over time, it transformed the transportation industry and provided users with a comfortable travel experience.

Prioritizing Users: Jesse James Garrett

"User experience isn't about how a product works on the inside. It's about how it works on the outside where a person has to get in touch with it and work."

Neuromarketing places emphasis on understanding the user's perspective and creating experiences according to their needs and preferences. In this respect, for example, the success of Netflix's service is closely related to its focus on user experience. By offering personalized recommendations, an easy-to-use interface, and a seamless streaming experience, Netflix has always kept its bond with its audience strong.

Fluency Effect: Susan Weinschenk

"People believe something is true more easily depending on how easy it is to be perceived or presented clearly and understandably. This is called the fluency effect."

In neuromarketing, the fluency effect can be used to increase the effectiveness of your message. As we mentioned earlier, thinking consumes energy and our survival system prefers to stay in power saving mode. That's why clear, concise, and simple content easily reaches your target audience. Dollar Shave Club's viral marketing campaign is a good example of this principle. The company's humorous and simple video ad quickly became popular thanks to its clear messages and engaging content. And it reached millions of viewers.

Experiences More Than Products: Bill Buxton

"Ultimately, we deceive ourselves into thinking that the products we design are 'something'. Instead, we should be concerned with the significance of the individual, social and cultural experiences, values, and influences they create."

The essence of neuromarketing is to understand that emotions and experiences are more important than products. Starbucks, for example, has built its brand on creating a unique and consistent customer experience. From the ambiance of its stores to the personalized services, Starbucks has made the act of buying coffee an enjoyable and different experience. In this way, it has increased its global success.

Conclusion:

Armed with knowledge and vision, marketers create better products, web pages, and experiences. In this way, they achieve better results. By focusing on good design, accessibility, usability, humanoid qualities, problem-solving, user experience, fluency, and creating lasting experiences, you can build stronger bonds with your audience. If you do these things, you can achieve success in every way.