Did you know that the functions of the brain have a lot of similarities when compared with marketing? I know this is a blog about all things marketing, but allow me to get scientific for a minute.

The brain is divided into two hemispheres, left and right, and each hemisphere manages different functions. Research suggests that the left brain is more analytical, logical, and orderly whereas the right brain is more visual, creative, and holistic. Interestingly enough, there is a theory that people are more dominant in one hemisphere than the other. Supposedly, people are either left-brained or right-brained. We tend to think this way about marketing too. We think that marketing must be analytical or visual. Data-driven or creative.

Despite their contrasting functions, the two hemispheres of the brain don’t work independently of each other. Bundles of nerve fibers connect the two hemispheres together to create an information “highway”, allowing the two hemispheres to communicate with each other. Whether performing a logical or creative function, both hemispheres of the brain are being used simultaneously. You don’t use only one side of your brain at a time. The left side of the brain and the right side of the brain perfectly complement one another.

In order to create the most effective experience for the user, data and design must behave the same way. Marketing should be analytical and visual. Data-driven and creative.

Data has a great opportunity to influence design decisions. Data is more than just statistics, numbers, and graphs on a report. It represents real people’s behavior and, when analyzed effectively, can suggest decisions that influence positive outcomes. One caveat to this is that data alone cannot determine design decisions. There is a balance between relying on data and trusting creative instincts. Though important, data serves only as a tool that supports and empowers designers to make informed decisions. It does not and should not replace human creativity.

Marketing is not just about visual appeal or about the power of data, but how they both collaborate to influence meaningful user experiences. Together, they serve as a compass guiding towards effective and enjoyable experiences. The impact of both, as one unit, should not be underestimated.