Neuroscience & beauty; Why appealing marketing visually assets matter

The brain responds to beauty automatically so creating a marketing campaign that is aesthetically pleasing is key to a good first impression.

Is beauty in the eye of the beholder or the neurobiology of the brain? The answer to this question might surprise you. As a marketer, you have an opportunity to create an immediate connection with your audience – and that starts with the look and feel of your marketing assets. This is because your audience’s brain responds favorably to aesthetically pleasing stimuli. And yes, that includes emails, print ads, web pages, social media posts, digital ads and more.
The aesthetic experience starts the moment your audience looks at your ad. At this moment, your audience’s brain begins to process visual content quickly. In fact, the processing of visual information happens so quickly that your audience is unaware of what the eyes see, at least initially. Put more succinctly, the brain processes visual stimuli before consciousness is even possible.
When it comes to creating an aesthetic experience, the visual strength of your imagery is key for creating an immediate connection. According to Anjan Chatterjee, Professor of Neurology at the University of Pennsylvania, “the brain responds automatically to beauty.” In other words, beautiful imagery, whether in the form of a print ad or a social media post, is critical for creating positive associations with your brand automatically.

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