Key points for understanding the intersection of marketing psychology and neurometrics:

• Marketing psychology & neurometrics reveal how visual attention shapes consumer choices & branding.

• Neurometrics-driven brand strategy optimizes design, leveraging AI to enhance visual attention.

• Global brands such as Coca-Cola and Nike excel at blending marketing psychology, AI, and emotion to create lasting consumer connections.

Have you ever stopped to think about why you choose one brand over another? Maybe it’s the red color of a Coca-Cola can that reminds you of families getting together. Or perhaps it’s the empowering message in Nike’s "Just Do It" that pushes you forward. Behind these seemingly simple choices lies something deeper: the intersection of marketing psychology and neurometrics.

Not so long ago, brands could only understand what their customers did. Now, they have the means to uncover why they do it. This is the next frontier in branding—where emotional connections, powered by artificial intelligence (AI) and biometrics, transform how we interact with the world around us. But what does this mean for businesses? And what lessons can we learn from both established giants like Coca-Cola and innovative startups like Pixmap?

Let’s explore how this shift is reshaping branding strategies and the ways in which we understand and connect with one another.

How Neurometrics Reveals Visual Attention

Think about the last time you walked through a supermarket or scrolled through a website. From dozens—if not hundreds—of options, what made you stop and look at one product in particular? At Neurometrics, an innovation consulting agency, where I spent several years leading consumer behavior projects, we explored this question using tools like Eye-Tracking and biometric analytics through Galvanic Skin Response and Facial Coding.

One of our most enlightening projects focused on shopper analytics in grocery stores. By studying heatmaps—visual reports of where people direct their attention and gaze—we uncovered surprising insights. For instance, small adjustments to the placement of logos on packaging or altering the size and brightness of certain product elements could dramatically shift visual attention. This wasn’t just about increasing sales; it was about designing moments that resonated with human instincts.

Now, take a moment to reflect. If you were designing a product, a campaign, or even a social media post, which part of it would you want your audience to notice first? And how confident are you that they actually will?

The Value of Neurometrics in Business and Marketing

Inspired by these findings, a group of us at Neurometrics sought to make this kind of analysis more accessible—especially during the pandemic. That’s how Pixmap was born. Our startup focused on helping brands refine their visual content, using data-driven insights to optimize their designs. The Pixmap app allowed businesses to upload images and receive immediate feedback through heatmaps and attention analytics, based on AI predictions with a remarkable 95% accuracy compared to eye-tracking hardware.

For instance, one FMCG client testing an ad poster used Pixmap to determine whether the text or the main character’s face drew more attention. With this insight, they could modify the design to ensure the most critical elements stood out to their target audience.

However, building awareness for a new technology in a developing country like Peru posed challenges. We pitched the business to investors across global markets, each with different priorities. Investors in Munich focused on the technical components, such as our machine-learning algorithms. Those in Silicon Valley prioritized practical applications, like e-commerce extensions that could analyze product images before being uploaded to online stores. Meanwhile, in Peru, we first had to educate stakeholders on the benefits of eye tracking before they could even envision its business potential.

Each market required us to adapt—not just our technology but also the way we communicated its value. This taught us an important lesson: branding is as much about understanding your audience as it is about delivering a great product.

Marketing Psychology Lessons from Coca-Cola and Nike

While startups like Pixmap demonstrate these principles on a smaller scale, corporate giants like Coca-Cola and Nike show how marketing psychology can be applied globally. Coca-Cola’s “Taste the Feeling” campaign is a masterclass in blending visuals and emotions. Research, including eye-tracking studies, revealed that strategically placing the Coca-Cola logo within relatable, everyday moments kept the brand at the center of attention. The result? A message that feels universal yet deeply personal.

Nike has leveraged technology to create hyper-personalized experiences. Its Nike App uses AI to deliver tailored workout plans and product recommendations. But Nike doesn’t stop at personalization—it goes deeper, connecting emotionally through storytelling. Every advertisement or interaction feels like a reminder that you have the power to achieve greatness.

Beyond just products, brands understand that consumers seek emotional reciprocity in their purchases, whether tangible or intangible. Loyalty programs, exclusive memberships and digital rewards offer more than just perks, they create a sense of belonging and recognition. Nike’s loyalty ecosystem, fosters deeper emotional engagement through member-only content, early product access, and experiences that make customers feel valued beyond their transactions.

Think about the brands you feel most connected to. Is it because of their product, their message, or how they make you feel? Chances are, it’s all three—plus the emotional reward they provide in return. And that’s no coincidence.

The Human Element in a Digital World

From Pixmap to Coca-Cola, these examples highlight one undeniable truth: branding success is built on understanding and connection. Technology provides the tools to decode consumer psychology, but how we apply these tools makes the difference.

At Neurometrics, we often reminded clients that data is only as powerful as the story it helps you tell. In one project with a leading retailer, we used eye-tracking technology to optimize their physical storefront layout. Our analysis revealed that certain product categories weren’t receiving the attention they deserved, while promotional banners were distracting customers.

By adjusting the layout to enhance the visibility of key products, we helped the brand significantly boost engagement and conversion rates—demonstrating how behavioral data, when paired with thoughtful design, can drive tangible business outcomes.

Emotional Connections Between Brand and Consumer

So, what can we learn from these case studies? Whether you’re a global brand or an emerging startup, the key to success lies in these core principles:

• Understand the "Why": Go beyond surface-level preferences. Use AI and biometrics to uncover the deeper motivations behind customer behavior.

• Adapt to Your Audience: Tailor your message to different markets and contexts. Whether pitching to investors or designing a campaign, one size does not fit all.

• Create Emotional Impact: Every interaction—whether through an ad, a website, or a customer service call—should leave a lasting emotional impression.

• Iterate Based on Data: Test, learn, and refine. The best campaigns are built on insights, not guesswork.

A Call to Reflect

In times of accelerating technological change, it’s easy to get caught up in the metrics. But at the heart of every great brand lies a fundamental truth: the human desire to connect, to feel understood, and to belong.

So here’s a question to consider: The next time you create something—whether for your business, your career, or even a personal project—how will you make it resonate? How will you ensure it connects with the person on the other end, not just as a consumer but as a human being?

At the end of the day, marketing psychology isn’t just about products or profits. It’s about creating moments that matter.

Photo by Eric Ward via UnSplash