The limbic system influences the formation of memory by integrating emotional states with stored memories of physical sensations.
The limbic system (Latin limbus: "border" or "edge") includes the putative structures in the human brain involved in emotion, motivation, and emotional association with memory.
The limbic system is highly interconnected with a structure known as the nucleus accumbens, or better known as the brain's pleasure center. It is instinctive and older than language and faster than thought.
The limbic system is not logical, but it does control trust. It also controls attention and desire. And logic must stand aside until the limbic part of the brain makes up its mind whether or not something is trustworthy. Only then does the rational part of the mind come into play.
How does this affect you and your web site? When visitors reach your home page by whatever means at their disposal, their limbic mind will decide within the first few seconds whether or not they will buy from you. A positive, engaging, trustworthy first impression gives a 93% chance of making a sale. But a negative one (what they are looking for is not right there, unprofessional looking, etc.) drops your chances down to 1%. And the chances are very high that they won't come back.
Trust and believability are established by subliminal influences which are much faster and more accurate than logic. Unless you seem believable right off the bat, people won't give you the ghost of a chance.
A person's limbic system decides almost instantly from numerous subtle clues-clues that our rational minds overlooks. It doesn't bother to explain why. That part of the brain constantly scans for either of two things-what it likes (attraction) and, just as important, what it doesn't like or fears.
Anything else hardly rates a notice (indifference)-which includes most written (content) or spoken information. That's one reason names are so hard to remember. The limbic mind has already decided from the context before the words are even heard or spoken.
Some of the things that the limbic system looks for are:
Curiosity and Novelty
The unexpected, bizarre or impossible
Exaggeration
Perplexing and quirky
Fun, silliness, humor
NOW What's present (since it can't relate to the future or remember the past)
Sexy and Titillating Enough said!
Sensuous All five senses, especially smell
Emotional Experiences
Love, kindness and caring
Gratitude and appreciation
Relationships and enjoyable shared experiences
There you have it. Since the limbic mind calls the shots, you need to court it. Send the messages it likes, while eliminating what it dislikes. Look for ways to make your site limbic friendly.
