READWRITE - Nov 4 - Mark Brooks spoke with author and neuro-marketing expert Darren Bridger, who shared some insights into the opportunities this form of marketing can bring to wearables—and the large roles that elements like neuro-aesthetics and neuro-testing can play.
What is neuro-aesthetics?
Things like the complexity of the image, its level of colorfulness, and compositional elements can all play a crucial role in how effective the design is. Some of the most powerful effects of designs occur within a second of seeing them and are non-conscious.
Could you give us some examples relevant to marketers and designers?
First impressions, which is largely influenced by the simplicity of the design, or its lack of clutter; and visual saliency, a property of an image that makes it grab our eye: something crucial to print ads or package design.
How do you think neuro-testing will be done in 20 years? What new technologies are being considered?
Shoppers will increasingly be carrying web-connected devices, giving marketers access to far richer, real-time, real-world data on shopper behavior. This explosion of data will demand neuro-models to understand behavior in order to yield understanding and insights.
Tech/software companies will 'disrupt' the traditional market research industry by gathering, modeling and predicting shopper behavioral data in far more direct and sophisticated ways, while existing technologies will becoming cheaper, faster, and more sophisticated.