Neuromarketing & The Power of Three
At the POS, the decision to buy consumer goods is made in fractions of a second. Claims play an important role here, as they quickly convey the key product benefits.
Have you ever discussed with customers or colleagues how many claims should be on a package in order to have the best effect?
Research results show: Three is the magic number.
Product perception improves with an increasing number of claims. But: More than three claims make people suspicious - and the credibility of the product is then questioned.
Why exactly three?
The “Rule of Three” has its roots in human perception. Cognitive psychologists explain that the brain is particularly good at processing information in patterns of three.
Three elements appear complete, balanced and trustworthy to us - and are more memorable than a larger or smaller number.
Our short-term memory can only absorb and recall three to four elements at a time. Three claims therefore create a clear, tangible structure that does not overwhelm our perception.
Of course, the optimal number of claims depends on various factors:
Target group: different target groups react differently to messages - depending on age, expectation or context.
Packaging size: Especially with smaller packaging, it is important not to overload the front. Less is often more.
Product type: The findings relate to consumer goods that are usually bought spontaneously.
Conclusion:
Three claims are often the perfect balance to attract attention, convey trust and encourage the purchase decision.
(I was inspired by Fernando Arendar for this post, it's worth following him on LinkedIn)
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LinkedIn Post: November 27, 2024 by Katja Wagner
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