In today’s world it is unavoidable not to come across a huge amount of messages. Social media campaigns, promotional activities, donations, all of these are means to attract consumers towards the direction we desired. The question is if all the messages have positive effect to the audience or we could spend a vast amount of money without having the desirable result. Nowadays, with the use of neuromarketing, the act of measuring brain functions, we have a safe indication that we lead to the right direction.
Results can be collected with two main ways, each one of them with each own pros and cons, Functional Magnetic Resonance Imaging (fMRI) and electroencephalography (EEG). In the first case, a very powerful magnet is used in order in order to indicate blood flow in subject’s brain as a reaction to different audiovisual stimuli. In this way, researchers can access a deeper part of the brain called ‘’pleasure center’’. In other words, marketers have the opportunity to be informed about people’s real reaction to their work. FMRI’s disadvantages consist of its high cost (more than 1,000 $ for one machine/hour) and its inconvenience (subjects must stay absolutely still inside a machine).
On the other hand, EEG is significantly cheaper and the use of a cap of electrodes permits movement. These electrodes detect waves produced in the brain as a result of instinctive emotions such as anger, excitement, sorrow, lust etc. Despite of that there is no access to deeper brain parts.
Our brain is divided into three main parts: our instinctive or old brain, our emotional or middle one and evolutionary or new. The first one makes decisions based on our basic needs and primitive instincts, which relate with our survival and pleasure, while also controls instinctive functions like breathing. Second part functions like a connecting bridge between the others and it is responsible for taking instant decisions on things we see or live daily. The last part deals with the analysis of important issues and decisions, like the buy of a house.
Which are the practical applications of these theoretical knowledge? We have some examples below:

1. Use of simple fonts lead to action. Roger Dooley, in his book Brainfluence, claims that if we need to persuade consumers to perform some kind of action, its description should be written in a simple, easy-to-read font.
2. Complicated fonts help consumers remember. Without contradicting with the above rule, the use of more complicated forms to the main parts of e.g. a website, making it more memorable and visually attractive.
3. Gaze direct attention. Researches show that consumers tend to pay attention to the direction towards which the person or the animal in the advertisement faces. Advertisers should keep this in mind and have the subject looking in their desired direction.
4. The power of a smile. A smiling picture provokes more positive emotions and creates a sense of humanity. In addition, boosts mood and affects customer’s willingness to spend.

Many popular companies like Campbell’s Soup, Gerber and Frito-Lay use neuromarketing practices to create their new packages. Hyundai, also, recorded using EEG drivers’ reactions to its new prototype and even PayPal changed its whole campaign now focusing on speed and convenience instead of safety and security.
DK Marketing, with its special expertise to neuromarketing, already uses diagnostic tools such as emotion recognition through artificial intelligence, which interprets consumers’ behavior in real time. During next months, DK will present those tooles to one of the biggest food exhibitions in America, “Product Testing Lab” where consumers’ emotions during product testing will be recorded and presented to exhibition visitors while they will taste, open, processing real products of selected exponets, which will participate.