Anyone who believes customers make rational purchasing decisions is mistaken. Studies show that up to 90% of all buying decisions are driven by emotion — logic comes later. To sell successfully today, marketers must understand how emotions affect the brain and use those insights to shape their strategies. This is exactly where neuromarketing comes into play.
What Exactly Is Neuromarketing?
Neuromarketing is a blend of psychology, neuroscience, and marketing. Its goal is to understand which stimuli in the brain precede a purchase decision. In practice, this means analyzing which messages, colors, images, or prices emotionally trigger your target audience — and tailoring your marketing accordingly.
A study by the ZHAW School of Management and Law in Switzerland found that consumers respond particularly strongly to visual stimuli and stories that evoke emotion. Products that successfully appeal to emotions are not only purchased more quickly but also lead to higher customer satisfaction.
Key Factors in Neuromarketing
Neuromarketing shows that purchase decisions are far from rational. Emotions, perceptions, and small psychological triggers play a crucial role — from the first glance at the packaging to the final decision at the checkout. But what exactly matters most?
Colors, Contrasts, and Packaging: Making Emotions Visible
Colors evoke emotions — that’s nothing new — but their effect is often stronger than expected. For example:
- Red draws attention and stimulates impulse buying.
- Blue conveys trust.
- Green signals naturalness.
- Yellow represents optimism.
It’s not just about the base color: contrast, brightness, and saturation influence how strongly a message is perceived. A well-chosen contrast directs the eye toward the product, while overly bright or clashing combinations can be off-putting.
Surface and material choices also matter. Studies show that matte packaging is often perceived as more premium and authentic than glossy ones, which can appear cheap. Texture reinforces this perception: a slightly rough paper on organic products communicates naturalness, while smooth surfaces suggest modernity and luxury.
Less Is (Sometimes) More
Too many choices can overwhelm the brain. The so-called Paradox of Choice states: the more options there are, the harder the decision — and the more likely customers will choose nothing at all.
Pro tip: Limit your product range online or in-store to meaningful selections and focus attention on your highlight products.
Pricing Smartly
Prices are also perceived emotionally. The classic example: 9.99 instead of 10 francs. The smaller, more complex number appears “more reasonable” and increases the likelihood of purchase. In Switzerland, consumers respond particularly well to rounded, transparent prices for premium products, while discount pricing subtly triggers a sense of saving.
Act Responsibly
Neuromarketing works — and precisely for that reason, ethical behavior is essential. Transparency, data protection, and respect for the audience are non-negotiable. Only those who remain credible can build long-term trust and loyalty.
How to Apply Neuromarketing Digitally
Websites, social media, and newsletters offer multiple opportunities for neuromarketing:
- Testimonials and certifications: Build trust and reliability.
- Videos and storytelling: Add emotion and boost brand recognition.
- Personalized content: Make customers feel understood and valued.
A University of Zurich study found that personalized newsletters with emotionally charged subject lines achieve up to 20% higher open rates.
