Here’s what drives customers to buy

If you are an entrepreneur, you almost certainly wondered what drives customers to buy one product rather than another.
Unfortunately, the choice is based on an extremely subjective aspect. In fact, over 75% of our purchasing decisions depend on an impulse that arises in the unconscious part of our minds.

This is why sales strategy and neuroscience have allied themselves, giving rise to neuromarketing.

Research by neuromarketing experts has allowed us to discover that the winning products are those inserted in a stimulating environment for those who are buying.

If this aspect is controllable, there is another one on which it is difficult to exert our influence: we are used to putting certain products in the cart (physical or virtual) driven by memories, by the sensations that that article recalls.

This emotional variable is only subsequently influenced by other elements, such as price and functional characteristics.

Make a shot with the packaging

Fortunately, there is one aspect that you can monitor and enhance if you intend to increase sales.

It is about packaging.

The area of our brain most active when we show ourselves ready to choose a premium product, and therefore more expensive, is the frontal cortex. This area is the brain region that allows us to perceive pleasure, beauty and the stimulus of reward.

Feelings that we feel even just looking at or touching the packaging of a product with the perfect packaging.

An aspect cut for success

From the environment to social and psychological factors, the products you offer your customers are included in complex dynamics. In order to advertise them in the right way and sell them, you will need to find ways to optimize your strategy.

Those that we offer are 3 tips that will allow you to increase the level of involvement of your customers with respect to your products.

1) Packaging for every sense

The positive or negative perception of an article depends on many aspects, such as color, shape, smell, which are processed to form the overall impression of the product.

The impulse to purchase also comes from touch, which has a fundamental role in packaging: consumers buy more easily a product they have already touched, of which they know the shape well.

For this reason some brands known as the Heineken have decided to put on their bottles the embossed brand: this greatly increases the interaction between the product and the customer, pushing it to purchase.

2) A game of instinct

Returning to what has already been said, the purchase decision is not linked solely to rational aspects.

The most complex decisions, that is, those relating to major investments of money, see a completely overturned path: firstly, the emotion intervenes, guiding the decision; only after we justify our preference with a rational thought.

This mechanism facilitates our choice, especially when it is complicated by the environmental conditions or the numerous alternatives available.

3) Balance between novelty and habit

Curiosity is part of us since we were children.

Precisely for this packaging is interesting when it calls attention, bringing an element of novelty. Consider, however, that you will never have to exaggerate: a package too far from the customer’s expectations may not win his trust.

In other words, you will have to find the right balance between originality and habit, awakening the customer’s curiosity and forming a defined identity of your brand.

A tip: there are some aesthetic elements generally more pleasing than others you can bet on (for example, curved lines are preferred over edges and asymmetry).

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