How does Disney make things disappear? Why should you box in red? And what’s the link between beauty and your website?
In this webinar, we will look at why - and how - neuroscience can supercharge the world of design.
We cover:
- How understanding the way we decode the world can help create better design and competitive advantages for your company
- Rules of thumb that we can all leverage to change the way we think and create to give your brand the edge
2. 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
4. 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
6. 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
8. Why is neuroscience particularly important in design?
‘Decode’‘Engage’
Health Warning: Oversimplification
(to be returned to)
9. Tools not at our disposal
• Headlines
• Copy
• Voice-over
• (Conventional) Narrative
10. 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?
26. 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
57. • 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
58. 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?
59. 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
61. 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
63. 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
64. Change the language
64
Investigation / Discussion Definition / Codification Visualisation / exploration Execution
Investigation / Discussion Visual Strategy & Storytelling ExecutionDefinition / Codification
Traditional Strategy
Visual Thinking
66. 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.
68. 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