Neuromarketing is a new approach that combines traditional marketing methods and a scientific approach and is becoming increasingly popular in the last decade. Neuromarketing can be viewed as a branch or applied science as it utilizes research equipment commonly used in neuroscience: EEG, MEG, fMRI, PET, polygraphic registration and eye tracking. All of these methodologies are used for objective measurments of consumer’s subconscious and emotional reactions. The central idea behind neuromarketing is: «The brain is our consumer». The current agreement in neuropsychology is that human actions are largely guided by emotions and not reason. So neuromarketing is studying how we react to various stimuli: packaging and advertisement design, products on shelves, video clips, web sites, emotional signals. Studies in this field have already demonstrated several points. First: emotions trump reason. Emotional message is vital for sales and positive emotions make people more generous. Second: less is more. There is an optimal number of objects to choose from, and a choice too wide is frustrating. Third: eye tracking can give us valuable information about consumer’s attention and boost sales. People tend to focus on human faces and follow their gaze – it should be kept in mind when designing a package or advertisement.

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