Design and the brain

Journal of Arts Marketing Issue 29 – April 2008

Killer communication
Heather Maitland looks at using design to make your marketing communications more effective
Our potential customers need to understand our marketing communications and remember them positively when they make a decision about how to spend their leisure time. So how can we increase understanding and positive recall?
Both depend on how much attention our potential customer focuses on the communication, subconscious as well as conscious Everyone subconsciously scans their environment all the time. When they do focus conscious attention on something, the subconscious analysis can give it a feeling of familiarity. Their brains interpret this familiarity as approval which leads them to behave in a favourable way towards it. Marketers love this because subconsciously based preferences are easily formed, can’t be argued with and are relatively long lasting…
View full article as PDF document.
View full article as word document.

Comments are closed.