This IRCE session is Neuromarketing: Where Science Meets the Visuals of Web Design, presented by Kurtis Morrison, Vice President, Client Services - EyeQuant and Jered Goodyear, Manager, E-Commerce & Digital Marketing - Epson. You have more that one brain - sort of. Many things become effortless and automatic - system 1 processing or 'the fast brain'. Thoughts at the conscious level, system 2 processing, require effort and involve logic and reason. Most of the time we're using both systems, and both are involved in decision making. System 1 is faster, so by it's nature, when we communicate as marketers, we're speaking to the system 1 brain first.
Your system 2 brain can override your system 1 brain, however it's rare - generally your system 1 brain makes a decision and your system 2 brain rationalizing what your system 1 has already done.
The language of the fast brain - very self-centered; very visual. The fast brain is a black and white thinker - it uses contrast to make decisions. The fast brain is very emotional and likes very simple things. The fast brain wants clear, concrete, tangible things.
Applying this to web design:
- Capture attention early
- Validate the user is where they should be
- Create clear, compelling and appropriate value propositions
- Use appropriate imagery
- Stimulate emotion
- Ensure attention is in the right place
One common lesson - make sure your site-wide promo banners don't drag attention away from your product benefits and call to action - this happens more often that you realize.