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What's Next: Neurodesign

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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

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What's Next: Neurodesign

  1. 1. Powered by What’s Next: Neurodesign Neuroscience’s colourful little brother
  2. 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
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 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
  5. 5. Neurodesign. Neuroscience’s Colourful Little Brother. September 27th 2018
  6. 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
  7. 7. The Importance of Neuroscience in Design
  8. 8. Why is neuroscience particularly important in design? ‘Decode’‘Engage’ Health Warning: Oversimplification (to be returned to)
  9. 9. Tools not at our disposal • Headlines • Copy • Voice-over • (Conventional) Narrative
  10. 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?
  11. 11. Our start point 11 System 2 Slow – 40bit REFLECTIVE System 1 Quick – 11 000 000 bit INTUITIVE
  12. 12. Some Implications
  13. 13. 11 million times quicker 13 System 2 Slow – 40bit REFLECTIVE System 1 Quick – 11 000 000 bit INTUITIVE
  14. 14. Visuals are the dominant language 16 System 2 Slow – 40bit REFLECTIVE System 1 Quick – 11 000 000 bit INTUITIVE 90%
  15. 15. 18 Heuristics Neuroscience Behavioural Economics Design / Neurodesign
  16. 16. 19 Where’s the Middle?
  17. 17. 20
  18. 18. Which Square is Lighter?
  19. 19. Which Square is Lighter?
  20. 20. It affects how we design…
  21. 21. 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
  22. 22. 1 We Learn by Association. 2 We are Hard Wired to Humanity. 3 We Assemble Visual DNA.
  23. 23. 1 We Learn by Association. 2 We are Hard Wired to Humanity. 3 We Assemble Visual DNA.
  24. 24. Idea Visual Language Idea Culture Brand Brand
  25. 25. 33
  26. 26. 1 We Learn by Association. 2 We are Hard Wired to Humanity. 3 We Assemble Visual DNA.
  27. 27. Heider, Fritz and Simmel, Marianne (1944). An Experimental Study of Apparent Behavior. The American Journal of Psychology, 57(2), pp. 243-259.
  28. 28. 37
  29. 29. 38
  30. 30. 40
  31. 31. 1 We Learn by Association. 2 We are Hard Wired to Humanity. 3 We Assemble Visual DNA.
  32. 32. 3. Gestalt and Visual DNA
  33. 33. Which did you see? OR
  34. 34. Gestalt effect in logo design Proximity Similarity Multi-stabilityClosure Continuity Source: logogeek
  35. 35. The visual cortex is organised in layers 48 Visual Features Brain Areas Colour V4 Form V1 & V2 Movement V5
  36. 36. 50
  37. 37. 54
  38. 38. 56
  39. 39. • 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
  40. 40. 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?
  41. 41. 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
  42. 42. …it should affect how we think
  43. 43. 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
  44. 44. 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
  45. 45. Change the language 64 Investigation / Discussion Definition / Codification Visualisation / exploration Execution Investigation / Discussion Visual Strategy & Storytelling ExecutionDefinition / Codification Traditional Strategy Visual Thinking
  46. 46. Key Learnings
  47. 47. 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.
  48. 48. Thank you.
  49. 49. 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
  50. 50. Thank you.
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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

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