Building connections (and ultimately sales) using social media marketing is time-consuming and confusing for creatives, agreed? What if you could use easy neuromarketing tips to help?
On social media, what flies one time might sink when repeated. It’s too easy to sigh and blame the algorithm, without stepping up to stack the odds in your favour, using brainy styling and clever marketing.
Would you like to get more from your efforts on social media? You CAN punch above your weight in the competition for your audience’s attention, by using interesting neuromarketing tips. One of these is playing around with shapes in your marketing message. I’m going to show you how to do that.
Your marketing success relies on you making emotional connections with your audience. Neuromarketing can help you to do that too.
So let’s add those neuromarketing tips to your creative skills. What is neuromarketing? Well, it could help you transform followers into fans. It may also help you book more client work, by showing that you know how to use this next-gen marketing tactic.
How do you use neuromarketing tips to solve the mystery of what connects on social media?
For solopreneurs, including creatives, trial and error is the most common way of testing your visual marketing content.
Like you, I’ve stopped and started along that treadmill too. Upping the speed of posting, slowing down again, stepping off when it got frustrating.
But you can use social media’s virtually instant feedback metrics to push ahead.
The beauty of social is that you can test content quickly on, for example, Instagram Stories. Then race ahead with the content that resonates most, and quietly drop the non-runners. You can also Poll your followers on social, to ask their opinion on upcoming content. Using those metrics gives your marketing experiments more validity. And they’re cheap and quick techniques to try.
Added to that, the shift on social towards a more laid-back, authentic aesthetic means your photographs don’t need to be perfect.
Platforms like Instagram give Business and Creator accounts like yours instant insights into content experiments. So that’s the good stuff!
Even with these handy nudges to help you experiment with your visuals, creating content and styling photographs can still be a major time-vacuum for you. Time that could be better spent building your business in other ways.
What if you could increase the odds of winning on social in your favour, by experimenting with some valid, tested neuromarketing tips?
They could help you build connections and brand loyalty with your audience more quickly and easily.
Read on and I’ll show you how.
This post contains a useful bit of next generation social media marketing, pushing visual curves instead of angles, lines and sharp points.
Key neuromarketing tips for skimmers
In a rush? Here’s what you need to know –
- Using neuromarketing tips can help save you time creating effective content.
- Stronger social media marketing skills will earn you more interest and attention.
- Better understanding of what connects deeply with your audience can help transform your followers into superfans.
- One easy takeaway is to add curves to your visuals, to soften lines and angles. Experiment with adding curves to your interiors, products, packaging, branding, website.
- You don’t have to add circles. Try ovals and organic shapes too.
- Our brains’ preference for curves is only a small nugget of neuromarketing gold you can use to elevate your visual marketing.
- This all fits with the social media shift to create authentic, naturally styled, shareable experiences, embracing any flaws as treasured quirks.
What is neuromarketing?
Neuromarketing is the place where psychology, neuroscience and marketing meet for coffee and a chat.
It’s all about understanding what makes people tick when they are making decisions to buy.
By applying techniques drawn from neuroscience and psychology, brands (big and small) can engage their audience on an unconscious level.
How can creatives use neuromarketing tips to boost their brand?
Isn’t neuromarketing too expensive for small business?
Many big brands with vast marketing budgets retain neuromarketing experts to use brain imaging or measure eye-tracking on their websites. They aim to optimise the effect of marketing campaigns on their target consumers.
But you don’t have to be a big brand to step in and take advantage of some common neuromarketing tips. Smaller creative businesses are well-placed to pick up the pace on neuromarketing.
You can apply some of the broad lessons from neuroscience and psychology to help build your brand. In fact, neuromarketing can help you cut through the noise on social media.
Your social media marketing efforts can come from an authentic place, where you use your understanding of how the brain works to craft your message. Like mastering a foreign language, by using neuromarketing you can learn to communicate better with your audience just by speaking to their brains.
Given the instant feedback you get from social media, it’s fairly easy to try out some neuromarketing takeaways and see how your content connects as a result. You can even ask your followers, in real time, if they like the style. It can be as simple as posting two photos, A and B, and asking which they prefer.
I’m going to tell you just one easy strategy you can experiment with in your visual content.
Prepare to embrace playing around with shapes.
Shape shifting – neuromarketing tips
One marketing experiment you can try is to choose the shapes you use in your visuals carefully.
There are so many lines and angles in interior spaces and products, and yet our brains instinctively favour curves.
I’m going to show you how to use this preference for curves easily for visual marketing, whether you’re an interior designer, product stylist, photographer or creative.
Why experiment with shape?
Are you open experimenting with shapes? You can do this with your branding, your photo styling and your actual physical spaces. Whichever works best for your brand.
Product or interior styling is an easy first step to experiment with, to see if it works for you. There’s no need to rebrand, repackage or redesign. You can experiment with shape using what you have, combined with a clever eye for styling.
Choose curves over corners
So are you a curves or corners person?
Whichever one you favour stylewise, your choice has an impact on your viewers.
I want to show you a quick technique that can help you connect with your audience more reliably.
The neuromarketing takeaway here is that curves make people tick more than lines, angles and sharp points. Our brains associate curves with softness and friendliness. They’re also much more playful.
Multisensory marketing research has even shown that subjects rate the same food as sweeter when it’s served on a round plate.
Those positive associations can lead to stronger emotional responses to curves from your audience.
Why would our brains prefer curves over sharp edges?
I think it’s mainly to do with touch, or the sensory awareness in our brains of how things feel.
We often hear about “touchpoints” in relation to products or interiors. In fact, even in virtual experiences with products or brands, the touchpoints are still so important. Our brains are capable of imagining touchpoints through your visuals.
And those touchpoints speak directly to our primal instincts. Curves are just instinctively more appealing to us, because you’re not going to hurt yourself on a curve the way you can on a sharp point!
Our brains also have a strong tendency to find faces in objects, even when none exists. I think this also ties into our preference for curves. If our brains are naturally drawn to faces, it makes sense that softly curving or organic shapes may forge a stronger impression than geometric lines.
What kind of curves should you use?
When you think of curves, you probably immediately think about circles.
You don’t have to restrict yourself circles. Think about using ovals, organic shapes or scalloped edges.
All you really need is a curvy effect that blurs the edges of a product or interior. For example, fringing works well too in interiors. That’s because it makes the sharp edges of a piece of furniture disappear.
Curves are easier to photograph
Photo styling and composition is easier when you include more curves. Curves are far easier to photograph than straight lines.
You’ve probably noticed that your smartphone camera has a grid on the screen. That’s meant to help you line up the verticals and horizontals, to make a more pleasing photograph.
So obviously it makes sense that if you don’t have straight lines, and have lots of curves instead, it’s far easier for you to take a pleasing photograph.
Packaging, product & styling takeaways
You can make the most of the brain’s love of curves in your branding by thinking early on about packaging and product design.
However, when you’ve moved on from here, a more budget-friendly experiment is to stick with your existing product design and packaging, then add curves in the styling around them.
By using different shapes and curvy layers, you can break up that geometric feel very easily. For a quick fix, style your product photos adding appropriate natural elements, like leaves or rounded blooms. Easy and attractive to our brains.
What about adding curves to interiors?
There are lots of ways you can do this, to make interiors more appealing to the eye and brain.
Here are some quick and easy ways to add curves to interiors.
Doors are almost always geometric and composed of sharp lines. The trick is to think of them as a bottom layer, to which you add curves on top.
I’m not a huge fan of the porthole window in a door, but anyone can add a circular wreath, This breaks up the lines and makes the shape more appealing to the brain.
Lighting is one of the easiest ways to add curves to a space, as the choice is so wide.
Curved or bubble shapes are major features of contemporary lighting, at every price point, and give an instant curvy win.
It’s can be hard to source curvy furniture, but it’s become more mainstream in the last few years.
The curved sofa has definitely gained momentum recently. Although it’s still very much a minority design, you can now find curved sofas (and especially chairs) at more accessible price points.
Round and oval tables face the same scarcity. In general, the smaller the table, the easier it is to find a curved one. There’s no shortage of curved coffee tables out there. Large oval or round dining tables are few and far between, on the other hand, but worth looking out for.
You could choose round or oval mirrors, instead of hanging square or rectangular ones.
Or add curved accents to your interior with textiles. While most cushions are rectangular or square, you can seek out round ones that break the pattern. They’re easier to style too. No arranging and squaring off – just layer them on and go.
The same applies to rugs and floor coverings. Most are rectangular, but you can find organic shapes like sheepskin, or round and oval rugs. These break up the geometry on a larger surface like your floor.
On your walls
Most of the time, when you add art to your walls, the frame is geometric. To counter this, a good tip is to choose art that has more organic shapes and curves within the piece itself. Inevitably, the eye is drawn more to the content within than to the square or rectangular frame.
A great quick way of adding curves to your interior is to use flowers and greenery.
You’re looking for things that are soft, not spiky. Think plants with rounded leaves, rather than sharp ones. Maybe flowers with layers of blooming petals, rather than ones that look too angular.
I’ve already told you about the trick of adding a round wreath to a rectangular door. You can also add decorative accessories like floral hoops to your walls, or fallen branches hung from your ceiling.
There’s a tutorial on creating floral hoops as wall art on one of my online courses.
Kitchen/dining rooms are really good places to add organic shaped accessories. More of these are available right now.
You can find (often handmade) mugs with rugged organic edges. Or chopping boards and platters that aren’t perfectly geometric, but have curved, irregular edges.
Incidentally, you can also get this finish on larger pieces of furniture. Wooden tables with a “live edge” (follows the grain of the wood) are more common, and every piece is unique.
More neuromarketing gold
These thoughts on using curves more deliberately all link to some of my previous posts on neuromarketing. Here’s a quick round-up.
I’ve previously posted about choosing the best fonts for your purpose. One interesting takeaway here is that experiments show that wine with a label using smooth, rounded fonts is rated differently by tasters than the same wine with sharp, angular text on the label. Guess what? The sharp-font wine is rated “sharper” in taste, revealing how the visuals interact with our other senses.
Experiment too with going freehand with your branding. Another way to make effective use of curves is to occasionally use handwriting or freehand creations instead of printed text.
I’ve also written about the importance of including motion and movement in your photographs. This includes using upwards and downwards diagonals (depending on the effect on the brain you need to suggest – energy or relaxation).
Using curvy shapes can also give an impression of blurred movement that you don’t get with clean, straight lines.
You know those Call to Action buttons on your newsletter or website?
Some research suggests that they get a stronger response if you give them rounded corners (you can change this easily on marketing platforms like Mailchimp).
Obviously other factors come into play here too –
- Eye-catching colours
- Tempting wording (please not “Sign up now”)
However, it’s an easy thing to experiment with rounded corners on your website and newsletters, and you may find small incremental gains from increased clicks.
You could read an excellent chapter (called Play) in Ingrid Fetell Lee’s book, Joyful.
Joyful suggests that organic shapes (like bubbles) are more playful, and inspire more joy, than many geometric ones. It’s a great read – pick up a copy here (affiliate link).
Coming soon – embrace the flaws
Discover what the Japanese Kintsugi tradition can teach you.
Find out how the practice of mending cracked porcelain with gold dust, to magnify and celebrate the flaws, is a winning philosophy for life (and creativity).
If you don’t want to miss a thing, follow Virtual Gold Dust on Bloglovin‘ here.