NeuroScience and Advertising, Cape Town, South Africa
home  |  about  |  differentiation  |  our services  |  our work  |  clients  |  results  |  workshops  |  BLOG  |  contact
                                   
kaleidoscope advertising and digital marketing
NeuroScience and Advertising, Cape Town, South Africa
NeuroScience and Advertising, Cape Town, South Africa
back to blog list
NeuroScience and Advertising, Cape Town, South Africa
 

Harvard Research. The eyes have it...
Neuroscience and your emarketing.

Mail Share

We have known for some time now that the inclusion of a picture of a person in
an email message - specifically "eyes and smiles"- increases the stickiness of the message by up to 120%. People look at people.

So it is with interest that I came across recent research from Harvard Business School about how the brain prioritises visual information. “Without fail, they look at faces before their eyes go anywhere else – even if the faces are inanimate.” This research by neuroscientist, Christine Looser, started when she became interested in why the children’s classic “The Polar Express” (the $165m production movie of a boy who
goes to the North Pole on a train) failed dismally to connect with its market.

The problem was that whilst the film's characters were beautifully rendered,
their eyes were lifeless. And viewers could not associate / connect with the story.

The eyes have it.
As the emotional area of the brain connects more strongly with faces than with faceless objects, it makes sense then for the email marketer to use pictures of people,
specifically faces, to create more stickiness in their marketing messages.

"A human face gives you access to advanced emotional structures, so you will encode things more deeply when they are paired with a face." Read the full Harvard Business Research here

Also read NeuroMarketing for eMail Marketing research influences here

Colleen Backstrom is CEO of Kaleidoscope Advertising and marketing,
one of South Africa's leading email marketing companies.
Make contact here

To subscribe to our Quick Marketing Tips & Updates, click here

  NeuroScience and Advertising, Cape Town, South Africa
 
NeuroScience and Advertising, Cape Town, South Africa
NeuroScience and Advertising, Cape Town, South Africa
NeuroScience and Advertising, Cape Town, South Africa
  eMarketing 2015. white paper please How to get more from your online marketing. 3 strategies. Connect with Kaleidoscope daily social media Digital Marketing blog Twitter Kaleidoscope Advertising & Marketing Linkedin Facebook Digital Marketing blog Twitter Facebook  
 
how eye-tracking works Kaleidoscope services Kaleidoscope's work Results how eye-tracking works Kaleidoscope services Kaleidoscope's work Results Schedule a no-obligation online presentation back to blog list Schedule a no-obligation online presentation how eye-tracking works Kaleidoscope services