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What’s Next:
Neurodesign
Neuroscience’s colourful little brother
Welcome
John Clark
Planning Director,
Coley Porter Bell
James Ramsden
Executive Creative Director,
Coley Porter Bell
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
Ogilvy Consulting
Tell us
where you
are dialing in
from!
What’s the weather
like in your city?
Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
Ogilvy staff: It’s also on
The Market!
themarket.ogilvy.com
Neurodesign.
Neuroscience’s Colourful
Little Brother.
September 27th 2018
1. Why is neuroscience so important in design
2. Some broad implications
3. How it affects how we design
4. How it affects how we think
5. Key takeaways
Designing work that works
The Importance of
Neuroscience in Design
Why is neuroscience particularly important in design?
‘Decode’‘Engage’
Health Warning: Oversimplification
(to be returned to)
Tools not at our disposal
• Headlines
• Copy
• Voice-over
• (Conventional) Narrative
If you want to create brands that engage, cut
through and succeed, you need to understand
how people decode the world and make
decisions about brands – particularly at an
intuitive level.
.
Why is neuroscience so important in design?
Our start point
11
System 2
Slow – 40bit
REFLECTIVE
System 1
Quick – 11 000 000 bit
INTUITIVE
Some Implications
11 million times quicker
13
System 2
Slow – 40bit
REFLECTIVE
System 1
Quick – 11 000 000 bit
INTUITIVE
What's Next: Neurodesign
What's Next: Neurodesign
Visuals are the dominant language
16
System 2
Slow – 40bit
REFLECTIVE
System 1
Quick – 11 000 000 bit
INTUITIVE
90%
What's Next: Neurodesign
18
Heuristics
Neuroscience
Behavioural
Economics
Design / Neurodesign
19
Where’s the Middle?
20
What's Next: Neurodesign
What's Next: Neurodesign
Which Square is Lighter?
Which Square is Lighter?
It affects how we design…
Signal Salience God is in the Detail Learning by Association
Goal Orientation Every Sense, Every Touchpoint Power of Humanity
System 1 and System 2 Understand your DNA Beauty Pays
1
We Learn by
Association.
2
We are Hard Wired
to Humanity.
3
We Assemble
Visual DNA.
1
We Learn by
Association.
2
We are Hard Wired
to Humanity.
3
We Assemble
Visual DNA.
What's Next: Neurodesign
Idea
Visual
Language
Idea
Culture
Brand Brand
What's Next: Neurodesign
What's Next: Neurodesign
33
What's Next: Neurodesign
1
We Learn by
Association.
2
We are Hard Wired
to Humanity.
3
We Assemble
Visual DNA.
Heider, Fritz and Simmel, Marianne (1944). An Experimental Study of Apparent Behavior. The American Journal of Psychology, 57(2), pp. 243-259.
37
38
What's Next: Neurodesign
40
What's Next: Neurodesign
What's Next: Neurodesign
What's Next: Neurodesign
1
We Learn by
Association.
2
We are Hard Wired
to Humanity.
3
We Assemble
Visual DNA.
3. Gestalt and Visual DNA
Which did you see?
OR
Gestalt effect in logo design
Proximity Similarity Multi-stabilityClosure Continuity
Source: logogeek
The visual cortex is organised in layers
48
Visual Features Brain Areas
Colour V4
Form V1 & V2
Movement V5
What's Next: Neurodesign
50
What's Next: Neurodesign
What's Next: Neurodesign
What's Next: Neurodesign
54
What's Next: Neurodesign
56
• How similar or different should a sub brand be from the masterbrand?
• How can I reposition my brand whilst still have it be recognised?
• How can I use limited editions to add back to the masterbrand?
• How can I convey new news yet have it attributed to an existing brand?
Understanding visual dna helps answer common questions
Identifying visual dna - implicit Association Testing
Avoid
solo use
Use or lose
Invest?Ignore / Test
Unique
Known
Distinctive Assets Design Associations
What signifies the brand? What adds something new?
Signal Salience God is in the Detail Learning by Association
Goal Orientation Every Sense, Every Touchpoint Power of Humanity
System 1 and System 2 Understand your DNA Beauty Pays
…it should affect how we
think
Strategy has an inherent bias to System 2
61
System 2
Slow – 40bit
REFLECTIVE
System 1
Quick – 11 000 000 bit
INTUITIVE
The real world The world of strategy
What's Next: Neurodesign
Changing The Way We Think
Traditional Strategy
Bottom Up
Building
Refining
Analytical
Deep dives
Thinking with words
System 2
Design Thinking
Top down
Prototyping
Iterating
(and) Intuitive
Sprints
Thinking with Visuals
System 1 too
Change the language
64
Investigation / Discussion Definition / Codification Visualisation / exploration Execution
Investigation / Discussion Visual Strategy & Storytelling ExecutionDefinition / Codification
Traditional Strategy
Visual Thinking
Key Learnings
Key Learnings
1. Understanding how people decode the world and make decisions is
essential to building successful brands – particularly in design
2. Pay more than lip service to neuroscience to avoid costly mistakes
3. There are heuristics and rules of thumb that, if understood and
leveraged, can give our brands the edge to succeed in the real world
4. This requires not just shifts in execution but also in our fundamental
process and ways of thinking about brand building.
Thank you.
Questions?
John Clark
Planning Director,
Coley Porter Bell
James Ramsden
Executive Creative Director,
Coley Porter Bell
José Arteaga
Creative Digital Strategist
Ogilvy Consulting
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
Ogilvy Consulting
Thank you.

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