Neuro-marketing uses an understanding of how the brain works and what stimulates it to design marketing that triggers a desired behavior or attitude. Examples of neuro-marketing techniques include using loyalty cards with different designs that increased return rates by 25%, rearranging product layouts to increase sales by 27%, and changing price displays from numbers to words which increased revenue for some products. Neuro-marketing aims to influence customers' thinking and feelings to persuade them towards certain choices.