Neuromarketing in Shaping Consumer Behaviour with Respect to FMCG Advertisement in Specification to Colours, Emotion and Logo

Abstract

Neuromarketing involves applying principles from psychology and neuroscience to better understand how consumers make decisions, especially in response to advertising. In today’s fast-paced FMCG market, where consumers often make split-second choices, advertisements must capture attention and evoke emotion instantly. This study investigates the influence of colour and emotional elements in FMCG advertisements on buying behaviour, brand perception, and consumption patterns. It explores how design elements—such as colour, shape, and logos—contribute to building brand identity and emotional resonance. The research further analyses how emotionally charged advertisements shape consumer awareness and influence decision-making. It delves into the relationship between colour psychology and brand recognition, examining how consumers associate specific colours with qualities like trust, excitement, or reliability. Statistical tools such as correlation, multiple regression, and chi-square tests are employed to analyse the data. Correlation measures links between variables like colour perception and brand recall, while multiple regression assesses the impact of emotional response, brand familiarity, and colour preference on purchasing behaviour. Chi-square analysis evaluates how demographic variables such as gender and age affect ad preferences and emotional reactions. The results aim to guide FMCG marketers in designing more emotionally engaging and visually impactful advertisements that boost brand recall and customer loyalty. Ultimately, this research enhances the growing field of neuromarketing by offering practical insights into how advertising influences consumer behaviour in the FMCG industry.