The Latest Neuromarketing Insights made actionable

Subtle details at the point-of-purchase can have a powerful sway on what we buy. Ever since Thaler and Sunstein coined the concept of nudging in their 2008 book Nudge, its underlying psychological principles have been quickly embraced by those seeking to influence consumer behavior.

Have you ever been drawn to a product the moment you saw it? Perhaps it was the elegant curve of a chair, the seamless design of a phone, or a beautifully packaged luxury purse. That “instant attraction” isn’t a coincidence—it’s backed by science. This phenomenon is explained by neuromarketing principles, which reveal that visual design doesn’t just appeal to our eyes—it activates the brain’s pleasure and reward centers, creating an emotional connection. Products that are visually appealing feel good to look at, making them more memorable and desirable. For marketers and designers, this insight is transformative: emotional engagement with a product significantly increases its likelihood of being purchased. A recent study uncovered exactly how the brain responds to beauty in product design—and the results provide clear strategies for creating products that resonate on a deeper, emotional level.

Presentation matters. How we perceive objects, events, and people has a direct impact on our thoughts, feelings, and motivations toward them. Neuromarketing, also known as consumer neuroscience, examines how the human brain processes stimuli and uses that information to make a decision. With the right stimuli, consumers can, ideally, be encouraged to make decisions about products and services. When it comes to food, people eat with their eyes first. The expectation theory suggests that without even tasting a dish, we are able to anticipate how it would taste based on how it looks. That anticipation plays a key role in how well the dining experience will turn out. Since food is a multi-billion dollar industry across the globe, it’s worth looking into the impact of plating and portion sizing on consumer behavior. The accomplishments of successful food establishments are not only a result of delicious food and impeccable service. Experts agree that a good, holistic dining experience is key to attracting and clientele.