Left-brain vs right-brain marketing techniques

Written on 21 September, 2015 by Verity Meagher
Categories: Marketing | Tags: marketing, online marketing

Find out how right and left-brain thinkers work differently and tailor your marketing campaigns accordingly.

The analytical left side of the brain works very differently to the creative right side, and most people tend to show a preference for one side or the other. By identifying which side of the brain dominates in your demographic, you can tweak your marketing campaign to suit.

Left versus right-brained characteristics

Left-siders tend to be characterised as logical, focused on facts, fans of realism, good at maths and science, and more interested in non-fiction. Conversely, right-siders are typically creative, artistic and imaginative, emotionally sensitive, and into creative storytelling.

Using these common personality traits, it’s possible to match them to potential audience groups. Targeting fashion designers, makeup artists and hairdressers? There’s a good chance right-sided techniques will be successful. Working at capturing the attention of analytics experts, accountants and coders? Chances are they’ll respond best to left-sided marketing.

Creating the perfect pages

When you’re developing content for right-sided thinkers, you have free licence to play with storytelling elements. This means you’ll better engage them with content that creates a feeling or has a compelling narrative. Provoking an emotional response is more important than supplying facts.

For the left-sided thinkers, it’s preferable for their content to be very straightforward and directly related to the facts at hand. Hard numbers, bullet points and short, declarative sentences will give left-siders all the tools they need to make the logical decisions they like best.

Choosing your graphics and art

The way you perceive and appreciate art is often affected by which side of the brain you favour, with right-siders having a love for expressionistic and abstract art while left-siders tend to connect better with realistic pictures and solid designs.

If you’re designing for a right-brained audience, you can be very focused on inspirational or symbolic images. When it’s a left-brained demographic, keep the graphics logical and to the point.

The cost of cognitive load

Every time we’re presented with a new situation or set of information, our brain quickly whirs into action to process it. This takes only a matter of seconds and is barely perceptible as it happens. However, that speedy burst of thinking takes a lot of energy, and when web users are asked to expend too much, they experience cognitive load and tend to stop for a rest.

Cognitive load is one of the leading reasons behind website abandonment, and you can avoid it by limiting the number of decisions and the amount of information you expect your users to cope with. Tailor your pages to naturally fit the thinking style of your left or right-sided audience and cut down on the amount of thinking they’re required to do to understand them.

For help streamlining and strengthening your marketing campaign, get in touch with WebCentral today.