12 Psychological Influences in Marketing


Here are the most important takeaways to remember from this infographic…

1) Capitalize On How Our Brains Function
Marketing directly benefits from understanding how individuals see, interpret, process, and visualize the world around them. To capitalize on how our brain functions, consider that our brains are in part controlled by our amygdala. Our amygdala controls our gut reactions, and is a way that people process information around them. Though primitive, it can be used to better market to individuals, including the fact that emotions are processed 5 times faster then conscious thought. When combined with the facts that emotions make a more lasting impact then thought and an average gut reaction takes less then 3 seconds, marketing successfully to people means being able to tap in and capitalize on how our brain functions.

2) Simply Put, Our Brain Loves Images
The human brain is amazingly talented at visualizing, and identifying various images. This is on reason why images are so popular in media and marketing already. Images provide the opportunity to understand and relate with a product. On average, our brain is capable of processing images nearly 60,000 times faster then it can text. In addition, roughly 90% of all data our brain processes is visual. When you add the fact that we can comprehend and remember pictures better then text, it makes sense why focusing on the right image can make all the difference in the world when marketing.

3) Emphasis On The Human Face
An interesting phenomena that ties together suggestions 1 and 2 is that the visual part of the brain is right next to the emotional part of the brain. This means that if you have the right image, you can elicit the right response. One way to improve this is to focus on the human face. Individuals are amazing gifted at picking up slight variations in the human face. Even babies have this ability. In addition, viewing babies elicits emotions in people. With all of this to consider, it is imperative to emphasize and focus on the face.

4) The Importance of Color
Color research is an exciting field that combines both the societal indications of what colors represent, as well as their effects on our individual base emotions. It is believed that between 62-90% of our feelings regarding a particular product are based on the colors used. In addition, certain colors have universal meanings in product marketing. For example, yellow normally signifies anxiety while blue is considered a color that builds trust.