14. And in the attention economy we
are living in, where consumers have
access to more emails and tweets
than they could ever manage to
read and digest fully, being able to
get and hold attention is what
separates the wheat from the chaff.
16. If you are looking to get more of
your marketing efforts seen, then
let’s look at these biological trigger
mechanisms that make the human
brain light up.
17. We all have a Primitive Brain
It’s called the amygdala, and it
controls our gut reactions and
emotions- and it works much faster
than our conscious mind.
18. - We have gut reactions in three
seconds or less.
- Emotions process input five times
faster than our conscious brain.
- Emotions make a more lasting imprint
than rational thought.
19. So, aim for the gut reaction
Your subject line and preheader text
work together to get people to open
your marketing email. Use these
spaces to get your point across at an
emotional level. Use words that
create excitement, urgency or even
20. Our Brain Loves Images
The primitive brain is particularly
drawn to images of danger, sex and
21. - Our brains process images 60,000
faster than text.
- 90% of all data that the brain
processes is visual.
- We comprehend and remember
pictures with text more than text alone.
22. Place Images on the Left,
Text on the Right
Items in the left field of vision are
interpreted by the right hemisphere of the
brain, which is better at assessing and
processing images. Simply put, the brain
prefers this layout.
23. Design for Scanning
We’re not reading in our inboxes
anymore. So imaging your marketing
email without any text at all- if
you’ve created a story or stirred an
emotion with just your images,
you’re on the right track.
24. Especially Images of Faces
Natural selection favored humans
who were able to quickly identify
threats and build relationships.
25. - Human beings are hard-wired from
birth to identify the human face.
- The part of the brain that processes
images is right next to the area that
- All images of faces grab our attention,
but babies light up emotion receptors.
26. Use Neutral Faces
Our brains are irresistibly drawn to
human faces. NeuroFocus often
recommends that clients portray faces in
packaging designs, websites, and ads.
The brain prefers ambiguity. That means
effective packaging, ads, and
presentations should show faces that are
neither smiling nor frowning.
27. Make it Easy to Act
Consider including a face that looks
toward your call to action. Close-ups
work best, and eye-tracking studies
show we’ll look where they’re
28. Why Color Matters
There is more to color choice than
what looks good. Different colors
actually send different signals to our
29. -62-90% of our feeling about a product
is determined by the color alone.
-Yellow activates the anxiety center of
-Blue builds trust.
30. Apply Unique Fonts
Font structure plays an important role in
advertising, packaging, and presentations.
That's because novel stimuli activate both
attention and memory retention.
Novelty—especially in font choices—
contributes to interest, surprise, attraction,
and purchase decisions.
31. Test, and test again
Every audience is different, so it’s
important to run a few tests to
discover how color affects response.
Color studies just help you figure out
what to test with your own readers.
32. Use some of these insights to
improve your marketing instantly.
Think about it!
33. Garry Polodna
SOAR Creative Group
Marketing, Communications and
Public Relations Support for Small Business
and Franchise Owners