The Science Behind Effective Advertising and Marketing. How neuroscience drives impactful marketing and advertising.

Rob Giorgio
Group Art Supervisor
The Agency Network at MJH Life Sciences

Why do some creative campaigns succeed while others fail? The answer lies in understanding your audience and how the brain drives decision-making. Neuroscience reveals that subtle cues influence our subconscious, guiding us to make choices without even realizing it. To create more impactful marketing, we must tap into these subconscious processes.

This article highlights four key principles from the book Decoded, by Phil Barden, to help marketers craft campaigns that resonate deeply with consumers.

1. AUTOPILOT VS. PILOT: TWO SYSTEMS OF DECISION-MAKING

The brain uses two systems for decision-making: the autopilot and the pilot. The autopilot, processing 11 million bits of information per second, handles intuitive decisions without conscious effort. The pilot, slower and deliberate, processes just 40 bits at a time.

Most purchasing decisions are driven by the autopilot. Marketers can tap into this by using subtle signals that influence the subconscious, increasing the effectiveness of campaigns without consumers even noticing.

2. FRAMING: HOW PERCEPTION SHAPES CHOICES

Brands act as frames that influence how consumers perceive products. Packaging design, colors, and messaging create subconscious associations that shape a customer’s experience. The right frame can make a product more appealing by signaling its value in subtle, powerful ways. Marketers should focus on using these cues to frame their products in ways that resonate with consumers’ subconscious minds, influencing how products are seen and chosen.

3. VALUES DRIVE GOALS

Consumers are driven by goals that align with their values. People choose brands not just for features but for how they reflect their deeper values and desired results. For example, surgeons may value being seen as “fixers” and are motivated to solve problems, big or small. Marketers should first understand these values and position their product as both a reflection of those values and a vehicle to achieve their goals.

Effective marketing connects brands to goals rooted in these values. The closer a brand aligns with a consumer’s values, the more likely it becomes their top choice.

4. EMBODIED COGNITION: WHEN THE BODY BECOMES THE BRAIN

Physical sensations influence how we think and feel about products. Heavy objects feel more important, and warm objects evoke comfort. These tactile experiences activate mental concepts that shape our perceptions. Apple’s iPhone stood out not because it was technically superior, but because of its design and unique operation. Its touchscreen, operated through flicking, scrolling, and tapping, triggered mental concepts tied to daily activities. Flicking evoked relaxation, like leafing through a magazine. Scrolling felt playful, like spinning a wheel. Tapping suggested control and direction. Together, these motions conveyed entertainment, play, and guidance, helping Apple differentiate the iPhone from competitors.

Marketers can leverage this by creating experiences that align tactile sensations with key brand messages. The physical feel of a product or experience and how a user engages with it should reinforce its core values.

TAKEAWAYS FOR MARKETERS

• Design matters: Use visual and tactile cues to frame your brand in a way that resonates with consumers’ subconscious.
• Link to values: Make sure your brand reflects the values that drive your customers’ goals.
• Ask better questions: Focus on how it helps consumers achieve their goals, rather than simply asking if they like it.
• Engage the senses: Use multisensory design to communicate brand values in subtle, powerful ways.

By understanding how the brain works, marketers can create more effective campaigns that tap into subconscious drivers, leading to stronger consumer connections and better outcomes.