Mind-Driven Design: 5 Ways to Use Neuroscience for Impactful Posters

Nov 10, 2023 | Blog

Science rules, not only in the natural world but also in the marketing world.

Neuroscience, the study of the brain and nervous system, and marketing go hand in hand, especially in today’s competitive world. Utilizing science to gain consumer attention and interest can be incredibly impactful for your products and your business.

Did you know that 90% of buying decisions are made in the unconscious mind? Now imagine harnessing neuroscience, or a better understanding of how the brain works, to create the most impactful customer posters possible.

5 Ways to Use Neuroscience for Impactful Posters

Ensure your business’s printed posters are seen in the most thoughtful, most efficient way by applying these neuroscience tips:

1) Location Matters

Where your posters are located matters.

Surroundings, or location, create 60% of the sensory sensations associated with a product, a Nestle research study indicated. Think critically and creatively about what is in your poster and where you decide to place it.

Be strategic and be connected with a positive and alluring location for your potential consumer.

2) Ditch Percentages

People don’t listen to percentages; they listen to absolute numbers.

When communicating an offer on your poster, present the number like “You save $300” versus saying “You save 30%.”

Absolute numbers have a more substantial impact on customers and are retained better than percentages.

3) Keep It Simple

Using fancy or exotic fonts on your poster may be tempting, or your first idea to engage customers, but research has shown simple fonts are best.

According to experiments conducted by the University of Michigan, utilizing a straightforward font is the best way to convince or teach customers about your product.

Complex fonts help with memory recall, but simple fonts are best for sharing information.

4) Living Color 

The Harvard Business Review has found that nearly 90% of purchasing decisions are influenced by color.

Warm colors like red, orange, and yellow create feelings of excitement and energy. Conversely, cool colors like blue, green, and purple are linked with calmness and relaxation.

Color choices are critical in the mood and emotions you want your customers to feel and associate with your business or product.

5) Engage FOMO

The Fear Of Missing Out, or FOMO, is a strong motivator for consumers that can be translated into marketing.

study from University College London in 2021 revealed that urgent language increases sales. Words such as “Only a Few Left!” or “The Sale Ends Soon!” evoke strong FOMO responses that trigger customers to expedite their shopping or purchasing so they don’t miss a good deal.

Paint a marketing picture of urgency and saving money now, and sales have been found to increase due to the FOMO principle.

Work smarter, not harder, by utilizing neuroscience in your posters. The human brain is attracted to specific sensory elements; knowing these and how the brain interprets them can positively impact your print marketing campaigns.

Head to our website to collaborate with our creative and professional print marketing experts on your engaging posters today!

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