How neuroscience reiterates the messages of marketing

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The traditional wisdom of there never being a second chance to create a first impression comes to mind with the comments of Diana Lucaci.

In an interview with European promotional group Print Power, the founder and chief executive of neuroscience marketing consultancy True Impact, she emphasises the role print media plays in cementing a brand name in a person's mind.

"First impression is key for determining what will enter awareness, and evaluation judgement," she says. "Within a fraction of a second, the brain decides whether or not to act. If you're trying to create a message that's going to be loved in that first second, you need to understand how the brain works; how to elicit that emotion from the get go."

She says physical media - and particularly print media - helps increase memorability for a brand "If you're sending out an email, your audience may see the headline and swipe to delete it, but as soon as something arrives in the mail or you hold it in your hands, the physical quality of the piece conveys a message and together with the design, it renders it more likely to be encoded into memory.

"Many times it is impossible to dislodge an idea or first impression, because the customer has already established a mental shortcut, an image and a set of values," she says.

Lucaci (pictured) says to really embed a brand into memory, marketers need to employ multiple tactics to engage the brain beyond the visual. "Our research simply shows them how to do that. And in fact, we've found that a combination of sight, sound, scent and touch is much more effective at persuading a person, compared to simply a visual image.

"There's a reason we remember our grandmother's cooking or the smell of the first new car we purchased. We associate these senses with a time, a moment, a place, even a meaningful event. And that's what makes them so powerful."

She says brands that wish to remain relevant always establish an emotional connection with their customers - be it trust, friendship, love, etc - and every brand should care about creating an emotional connection with consumers.

"Physical media improves memorability and cements the brand in a person's mind before they convert online or in store. "Knowing its advantages, marketers need to think about optimising creative using neuroscience principles and watch their response rates go into the double digits."

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