In recent years, the ad landscape has become considerably busier, with a huge increase in both ads and content. Despite this abundance of ads, it is notable that certain ads still manage to stand out. Suddenly, it has your attention. But why exactly? There is a very good chance that this is a piece of neuromarketing, where your reptilian brain (our oldest and most instinctive part of our brain) was hit. What exactly this is and how you can integrate neuromarketing into your ads, you can read in this article.
Our reptilian brain is the decision maker
Although we often think we make rational decisions based on common sense and logical thinking, in practice this often turns out differently. In fact, the vast majority of our choices are made unconsciously, from the reptilian brain. This oldest part of the brain forms an important part of our subconscious system. The reptilian brain is also the brain that judges advertisements at lightning speed. Already within 0.3 seconds it is clear whether an advertisement appeals to us and whether we want something with it. When an ad passes this selection, only 7 seconds later the rational human brain comes into action (often just to justify our choices).

Stimuli to which the reptilian brain responds
The reptilian brain helps us survive and, as a result, can only focus on a few things at a time. In addition, it responds quickly and automatically. Research shows that there are a few specific stimuli that the reptilian brain responds to. When you incorporate these (see below) into advertisements, there is no avoiding them.
Neuromarketing tip 1: Focus on your consumer
The reptilian brain is self-centered; it thinks only of itself. Therefore, the reptilian brain's goal is for you alone to survive, not anyone else. Therefore, in your communication, it is important to focus the message on the consumer and write from the consumer's benefit. This way, your message becomes more powerful and emotional triggers create higher engagement. This, in turn, can lead to higher conversion rates.
Neuromarketing tip 2: Use contrasts
Because the reptilian brain tries to avoid danger as much as possible, it is important to use clear and striking contrasts. Clear contrasts quickly attract the attention of the reptilian brain. Since it stands out, it can create potential danger. Without a clear contrast, the reptile brain gets confused and has to think too much. Contrasts can be used particularly for such things as call-to-action buttons using striking contrasting colors. But contrasts can additionally be used in the form of before and after pictures, for example.
Neuromarketing tip 3: Pay attention to recognizability and tangibility
Moreover, the reptilian brain does not like change. It always focuses on what is familiar, recognizable and tangible. In fact, this also helps with making quick decisions. It is therefore important to incorporate this into your message and give the target audience the best possible picture of the situation or product. Here you can think of, for example, 360˚ videos or images where you can still see the carbonation of the beer bubbling. This way, the brain can make the best possible prediction of the experience.
Neuromarketing tip 4: Focus on simplicity and clarity
The reptilian brain is focused on simple and clear messages that it can process quickly. Ads that are clear, concise, and can be quickly understood are therefore more likely to be effective and make an impact with the target audience. In addition, it is important to state the core message at the beginning of an ad and repeat it at the end. This is because the brain is constantly looking for ways to conserve energy, making the middle part of a message less remembered.
Neuromarketing tip 5: Make visual impact
Also, the reptilian brain is highly visual. We make quick decisions based on what we see. Our younger human brain relies on this from our reptilian brain. Therefore, in advertisements, it is also wise to take advantage of these visual stimuli. Here are two things that work particularly well; images of people and of food. Using these types of striking and relevant visuals grabs our attention and strengthens the brand image.
Neuromarketing tip 6: Evoke emotions
Emotional stimuli such as fear, desire and pleasure quickly attract the attention of the reptilian brain. These emotions trigger a chemical reaction in the brain and directly affect how information is processed and then remembered. Ads that evoke emotions in an authentic way are more likely to grab the audience's attention and leave a lasting impression. Thus, it can help to create ads that take the consumer on an emotional journey. This allows for a deeper connection with the target audience and makes your brand more memorable.
Neuromarketing tip 7: Capitalize on the loss aversion principle
We are naturally accustomed to avoiding situations in which loss occurs. This is also called the loss aversion principle. Therefore, the reptilian brain also responds to situations that suggest urgency and scarcity. This can be applied in marketing in two ways. On the one hand, by creating a sense of urgency in advertisements. For example, by offering time-bound offers. On the other by focusing on the negative consequences your product/service can solve. This increases the motivation to take action.
Conclusion
By applying the above insights to ads, you as a marketer can communicate more effectively with your target audience while also making a lasting impact based on evolutionary insights and principles.
By: Jaimy Eymael - Jr. Digital Communications Consultant at STROOM