How does neuroscience influence the way we communicate?

By Josué Campos Villarreal

Content CCK Costa Rica

Neuroscience applied to communication and marketing has a maxim that tells us that things are not what they are, but what they mean. Understanding this concept implies understanding what several scientific studies have shown: more than 85% of our decisions are made subconsciously and a minimum percentage corresponds to the rational part, that which seeks to explain "almost everything".

Dylan Haynes, a British-German researcher, claims that seven seconds before we make a decision, our brain has already made it without even realizing it. So, how can neuroscience influence the way we communicate?

The aim is to gain an in-depth knowledge of the behavior of our audiences, the goal is to understand that the combination of stimuli and factors influence decision making, and ultimately create human behavior.

This thorough analysis will enable us to reach the level of attention, emotion and memory that determine the success of any communication campaign and the long-lasting relationships generated by good brands. A fascinating and personalized process that leads us to decoding desires, ambitions or hidden causes in the habits of the segments.

Some of the reasons for these processes include:

  • Decisions are not always the most favorable.
  • Consumers can also lie.
  • Body analysis always goes beyond any verbal results.
  • We all have stored information (memory).

These discoveries, from the communication point of view, shed light on the way to create links associated with the four great tastes of the mind:

  1. Mystery: characterized by seducing, trapping and retaining attention.
  2. Organic shapes: those natural and curvilinear shapes that will always be better accepted.
  3. Indulgence: associated with the reward and gratification produced by some brands or products.
  4. Metaphors: effective lines of communication that identify audiences with their biological and cultural codes.

The correct methodology, the emotional connection between brands and customers, as well as more tactical aspects that respond to tones, messages and channels, are enriched by the attributes provided by applied neuroscience.

Finally, we cannot leave aside the advantages provided by technology, which neuroscience makes use of to measure the impact and direction of the campaigns we design as consultants.

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