Neuro marketing analysis for biomimicry desings: Eye-tracking study

Utilizing the technology of industrial revolution future technologies. Along with the benefits of technological developments, there have also been disadvantages. Today, the rapid increase in the human population has caused the rapid consumption of natural resources and the damage to nature. At this point, the concept of biomimicry gains importance. Biomimicry; It is a science that seeks sustainable solutions by rooting in nature's design principles and genius for energy, architecture, transportation, agriculture and many other engineering branches. For centuries, people have tried different ways to produce effective solutions to their problems. In particular, designers and engineers have tended to produce innovative solutions in order to show their originality and have a say in design. The source that inspires these innovative solutions is nature. With this study; It can be used visually by communicating with the visitors, from the people shown on the images of those who can be affected by the system, from the nature of the connotation checks, and from the visitors, as they are designed and designed by a designer's design. The research was carried out with 30 volunteer participants. Visuals related to 5 different biomimicry designs were shown to the volunteer participants sequentially. Eye-tracking analysis method, one of the neuromarketing methods, examined the eye movements of the participants and analyzed and interpreted the data on the responses of the participants to the visuals of their biomimicry designs. According to the research results; It has been concluded that the points that a designer draws attention and focuses on in the products he designs by being influenced by the appearance and systems of living things in nature, are also focused and attracted by the participants. It is thought that developing long-lasting and high-performance products and systems by revealing sustainable and low-energy consuming systems or designs while solving problems, and making them marketable products in terms of marketing may contribute to attracting more attention of consumers. Being the first study to combine biomimicry and neuromarketing, trying to understand the reactions and behaviors of people to images with biomimicry content with neuromarketing methods provides an important innovation and benefit, as well as being an original study that will guide other experimental studies to be done from now on.