ad-free
Channel / Source:
TEDx Talks
Published: 2017-08-29
Source: https://www.youtube.com/watch?v=0pU7YwxC58U
I'm here to talk to you about something that we face on a daily basis or what we come across on a daily basis it's not a surprise that many of us would be having at least two screens today witches are computers and that will buy phones a result of which is a large amount of communication messages he does on a DD basis creating a conundrum around
us amis of communication not giving us clarity on which is the one that review the shooting the tree so my top today's about how the prehistoric brain can be used along with the findings of what man has on that great the status of the pain to tell us about what is it that we can really engage with and how can marketers craft these messages that people
can respond to in the way they want so let's understand what happened exactly six hundred million years ago which is why I am standing here and talking to you today first semblance of an I appeared on the body of a Jedi fees now this was a light sensitive spot that looked like a night but it was not connected in any way to the green off any
sort of a prima facie so author needed me did it have he'd have any ability to make sense of what it was proceeding but we all know the words is not be the same after that because this was the first off the beginnings off visual system that the world uses Diffie and if I was a brain has evolved such a lot to be able to see
things to perceive make sense of it and make decisions accordingly which in turn has change the way we communicate in and out to understand this a little better that's understand the human brain essentially three parts of the human brain the outdoor brain which is because the neocortex and it is the most recent in the development off Madden's lead so in the evolution of the human brain
since prehistoric times the the outer layer of the brain which is the neocortex has recently developed with man's ability to make a valid because sense of what he or she is seen with the ability to do number calculations logic is thinking rationalizing and so on next we come to the middle layer of the brain this part of the brain is largely responsible for our gut feeling
you know when you feel strong about something it is the spot that previous playing an active role also it is important to understand or Vito responded with the motion for this is simple at this spot if the pain is something that comes into play when we do that lastly the most prehistoric of thought of the body which existed since ancient times if adopted in vain which
is of course the the most the low almost backed up the body and this is the one that actually helps us and decision making so when we think it is the outer layer and the media off the breed which I've you know taking decisions because of that and it takes on logic is thinking or reasoning out something that's not entirely true why both of them are
important to collect feedback both of them give that right messages to the email green on the new almost back to the brain and that is exactly what hits us in making decision I give you a little more about how this exactly happens essentially the media has two important elements which is the court again and the amateur lobotomies both of these together help us visualize the materials
that you see on a daily basis the court to give is in our is a pot which is coming in when we are you know looking at things and making government it sends out a fix and the armadillo is the one which reacts emotionally to live with it together both of them book head by store member he's had a storage room get old mouth makes sense
of everything that you see and so on now loves you might ask how all of this is connected to marketing but the logic is very simple life if you visualize all of the things and what does it actually mean all of us have heard about how a guy no of how would I know is available you know no cognitive psychologist in the woods and he's said
that mental images head bus makes sense off of material that is presented to us the same city data that is given to us when you create a mental image of it then you have an ability to understand that it is more just like you see over here but I'm showing you kiosk there's a visual that is depicting what kiosk that like and I'm showing you innovation
that is a visual that kind of shows what is the ideal of innovation we make a visual metaphor for it what happened exactly is this is happening at the subconscious level and is helping us understand the subject a lot but the in fact this is what some of the world's most creative minds think alike and it makes sense to use a visual as though you know
to launch back to cement understanding more than just words that I used at this exactly is what many companies are using today to actually understand how to target their consumers and what kind of response to get from that consumer and other fantastic thing to note is that I understanding doesn't stop over here in fact what is happening at the subconscious level is all that be assimilating
visually is creating a motion inside us and all this happens at the sub conscious level to give you an example of this we are looking at an image like this we're looking for the I. is perceiving this ice cream Cup over there it's really hot all sunny day in nice sunny day the brain is thinking immediately that it is hot but what is happening in your
sub conscious is that is a message passed it's hot let's eat ice cream and that %HESITATION manufacturers of products and services one to get elicit from you these are some of the companies that I'm most well known for this kind of a science maybe after the stabbing that consumers they've been understanding the billions off people they're selling the products and services to the beat understanding what
is the marketing the response to the marketing stimulus that they're sending to them and the crafting the communication so carefully that they're getting the right response that they want for their products and services so in fact of recently I remember going through it not to get it by mail Natasha single who was it that much and kissed and this I think it was written in the
new year there's a very interesting go out to give a tryst I did how to make ads that was put to the brain and essentially what she's trying to say is that we feel that conscious thinking actually is about two percent we think conscious thinking is much more than what it is today in the bottom the billion but it is actually just two percent so in
this sense the conscious activity that we're doing occupies just two percent of what we're doing then the rest of it is something which is non conscious and has a deeper in fact in our decision making and guess what we doing things just the other way around we are trying to appeal to all the time to the conscious being so what has put together today is a
few examples of how this scientific thinking can help us actually structure are materials that hits us so that we assimilate in such a manner and marketers can present you with the right one thing the author of different elements that coming headlines the most obvious in any communication women looking at it first thing we notice is the headlights now it's it's not rocket science but a lot
of research has been done to understand what kind of headlines should be viewed in such kind of marketing with heated the headlines emerging out of this is going hippocampus headlines very simply because the hippocampus is a part of the brain which is involved in predictions and comparison now decisions don't happen without us making a comparison is a discrepancy between what we expect it to be and
what it is so in a sense if you look at the about image on the left on site back up practice makes battle we all know practice makes perfect a device when there is a discrepancy and what we expect and what we are presented with immediately that is a panicked so that's how it is it makes sense to Anita and you hook on to that for
us likewise the company most of content there is lots of research done again in the UK some fourteen hundred ads were analyzed and they figured that the ads with the emotional content in it were fifty percent more effective than the ads without emotion at on the whitest this happened here that's because the human brain has positive and negative images which I've connected directly to our you
know pain and when that happens that isn't sub conscious response to god the sub conscious emotion that is triggered fought in negative picture or an emotion a dispatch app big Joe order a photograph is certainly much deeper than what it is for a positive but nevertheless what of them have a huge impact so that is vital putting a visual out there is one way to make
your ad stand out make your communications stand out from the clutter that is hitting us moving on division met the first now like I explained to you Howard Gardner had set one mental images helps us understand the idea through another mental image so if you're looking at something like he also you're looking at something like the claim that idea whatever these stuff things can be explained
by the use of a simple metaphor like you're looking at the me is out there and you find your way out of the me's that's what we're trying to use by putting a vision Medford over there then there are small design tweaks that we could be doing so for example of we are talking today in that language that is the board recently it's not many years
away prehistoric man did not have a language so when we're talking about making tweaks how it is more to do with how Maggie's eating today magazines from left to right we %HESITATION via right from left to right thanks of this kind of programming is a more decent development so what happens is when we have a creative materials that is going out please see what we want
people to see on the left hand side certainly more impactful than placing it anywhere else so we discuss right now we should have %HESITATION pictures right in our communication the picture on the left inside off your creative and is likely to get your letters deeper response then there is the simplicity was this complexity in your creative are the idea behind this is very simple the human
brain likes to see the familia if it's familiar we hope done if it's familiar interested so lots of large corporations to be have realized that if there is a new campaign that the starting the city of new idea that they want to communicate better is to use the norm or the blood the oft used the example of the may default in the start of the campaign
and the more complex ones or the leaders can be introduced much because the going the example I'm sharing over here is the much repeated use of the fourteen of what a format and later on as you see that it goes on to look very different because you're used to the bank after that you have created a certain adoption for the back likewise we're talking about using
your fonts how can we use the simple font to explain a complex thing again complexity of text is extremely high sold the usage of font has to be extremely simple Uganda expressed the expert Beckett expect the Breen doors lead to complex as well as understand complex to keep your phone symbol and the content can be for those complex this is a very interesting one when we
talking about the keys so since we spoke about the %HESITATION theater there the part of the brain that is talking evoking emotions an existing assault of a positive emotional response let's think about how we can use this to the next level babies but all of us look at babies and research have shown this that ads which have babies and then I'd like you to a deceptively
W. sponsor must first reaction is all how cute and that is exactly what marketers have come to understand is going to get me out deeper response now because the babies are something bit because babies in this city this cuteness or elicit the swamp response from us what marketers have also done is conducted he said studies by real heat maps and I tracking technology and all of
that and they have realized that whatever the BB is looking at in the ads is likely to be seen by the the door the audience as well so which is a base my thing product placement should then be done with that in mind J. debate you are making more effective communication bad though whole lot that is hitting us audiences today that so that's a great learning
that positive imagery is another way that we can actually begin more efficacy into what we are communicating the idea behind this is happening images off %HESITATION joyous vibrant people they can make you feel exactly the same thing the human brain media is an activity that it is proceeding and you tend to feel exactly the same any happiness emanating from the visual makes you'll feel the same
about the band makes you associate with the brand in such a manner so now we know that hello we've all understood in the volume or is it a little bit about this in psychology of colors and most many brands of use this very interesting V. depend of farm Leon though %HESITATION human psyche there is a color off Bob already is a condo that evil Congal blue
is the color of trust transparency theme is something that brings out growth green also brings out envy yellow is vibrancy so naturally using that iPad dozens of nice places in our a creative communication and give us the response we want next point we come to is fear of missing out on something or loss of some sort night now VB secret of communication all mature is hitting
us marketing materials coming to us what we understand why the twenty percent off the scene closes last two days of seed or the fact that dole you know of monsoon season just for one vehicle whatever those kind of things make us feel there's a fear of missing out there is a certain amount of four of you know the to go off the nobody in which kind
of feels that this is a flight or fight mechanism kind of thing because that man was living in those days there was no more what you see is language of what's coming at the only thing coming at them voted vice admirals and fios Guinot climatic conditions and things so that straight visual impact of what he's seen boys to reasonably in and that is what he was
reacting to so here immediately at a and instinct arises that I would miss out and these kind of of little things that made to be more for all exacting I mean getting the response anchoring is another method that the communique does use today so all the decisions we make and not beat in silos the M. made with the help of another little bit of information that
we may have received in this case a comparison with comparing two different things and they're trying to see what is it that isn't one that is not in the other that point of difference becomes the ankle for us to make a decision so here you see two different kind of images one of them is offering you free breakfast the other one is not the blame stand