The influence of synergy of neuromarketing and visual solutions on consumer behavior

Abstract

The article is devoted to the study of the role of synergy of neuromarketing and visual solutions in modeling consumer behavior. The authors emphasize that in the digital era, visual elements are becoming important tools for influencing consumer consciousness. The authors analyze the interaction of such elements as color, typography, shape, texture, and their impact on the emotional perception of products and brands. Particular emphasis is placed on the use of modern neuroimaging methods to assess reactions to marketing stimuli. The authors investigate how the emotional coloring of visual content affects the formation of brand trust and loyalty. The authors propose the concept of synergy, where neuromarketing enhances the effectiveness of visual solutions in advertising campaigns. Examples of successful brands that integrate neuromarketing into their strategy are provided. The social and cultural aspects of adapting marketing campaigns in a global context are considered. The main factors that ensure a stable emotional connection between the brand and the consumer are identified. The advantages of using interactive and dynamic visual solutions are analyzed. The concept of emotional branding based on the synergy of visual effects and neuromarketing data is proposed. The influence of culture and individual characteristics on the perception of advertising is analyzed. The article highlights the role of design in creating a sustainable emotional connection between the brand and the consumer.