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Articles by Darren Bridger
The Book List To Replace Your Marketing Education | By Marcell Nimfuehr | Tealfeed
14 books and three months of reading followed up by targeted practice can advance your career further than a master’s degree in marketing. Education needs to be disrupted. Marketing is a good place to start. Marketing is not an art, talent and intuition are not mandatory to excel in the field. Marketing is barely a science. You don’t need to study it in academia to succeed.
Persuasive Design: using advanced psychology effectively
“Emotions shape all activity in adaptive ways. In the absence of emotional markers, decision making is virtually impossible.” — Saver & Damasio (1991) Websites have come a long way in a short space of time — it’s really quite amazing just how much some of the sites belonging to the last decade’s most established brands have changed from their first iteration.
Three neuro lessons to assist creative design
This article presents the advances in neuroscience that show what creates stand-out in people's minds and how these can be applied to the design of products, packaging and advertising. Brand identity & image Design effectiveness Packaging UX & web design United States Neuromarketing Strategy In recent decades, neuroscientists have discovered a lot about what makes designs grab our attention, engage us emotionally and make us want to share...
Refine packaging design through neuroscience
Refine packaging design through neuroscience Felicetta Ortica, Thom Noble and Darren Bridger This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.
Do famous faces reduce the effectiveness of ads? | WARC
This study from Saddington Baynes reveals insights behind the emotional impact famous faces have on brand advertising. Influencers, Creators, KOLs Celebrities & endorsement Emotion Imagery & art direction United Kingdom United States Neurometric research Creativity & research Strategy Human faces are perhaps the single most frequently used visual feature in advertising.
A science-based approach to understanding imagery
This report shares new research into selecting optimal imagery for campaigns using neuroscience techniques. Imagery & art direction Behavioural economics Behavioural research Neurometric research Creativity & research Strategy A new generation of online neuroscience tools are enabling better understanding of how people respond to imagery. As our non-conscious minds influence much of our responses to imagery, these measures can reveal insights unavailable via traditional surveys....
What is Neuro Design?
Neuro Design is a new and growing field that applies insights from the mind sciences to help craft more effective designs. These insights can come from two main sources: Traditionally, consumer design research would have involved asking questions, such as: However, research from academic psychologists has demonstrated that we actually have a limited ability to consciously understand why we like certain images.
Telling tall stories - taking up the challenge of vertical video
Why are videos always landscape-shaped? Well, actually, they’re not – not any more, which is great news for mobile marketers. Here’s a case study that proves the growing uptake of the mobile-sized vertical video and a brand that is rewarding entrepreneurial video-makers, encouraging them to take part in a talent hunt prior to the Cannes Film Festival. How talented are you? Nobody denies the way global brands market themselves is changing.
A masterclass in manners and managing customer feedback - here’s what NOT to do when they complain
There’s no point screaming or crying or slamming around. Take a deep breath and think carefully about your online review strategy and using customer feedback as useful information – potentially turning any negatives into positives. Practically every online shopper reads the ratings and opinions of others. As a first port of call when choosing what to buy, it helps them shop with confidence, discover new products and make the best decisions.
What can science of the subconscious teach marketers and designers?
How do our subconscious minds influence how we react to web-pages, packaging, logos and product designs and why should marketers be aware of neuroscience? Darren Bridger has written a book about just how engaging your digital content is – beyond our awareness. Scientists have learned more about how our brains work in the last two decades than in all of previously recorded history.
Customer service: here’s the big picture
The building blocks of a customer-centric approach are generally thought to include being accessible, responsive, empathic, collaborative and ‘putting the customer’s best interests first’. Here’s how to go beyond that culture. As a customer service consultancy and think tank for many international companies, we get incredible insight into the differences in customer service culture around the world.
What Neuroscience Can Teach Us About Marketing
Marketers have seen trends and theories come and go over the years. Neuromarketing—or the use of neuroscience tools and theories to better understand consumers—is the new kid on the block. Does it have staying power? Will it revolutionize how we think about marketing? It's too early to say whether neuromarketing will revolutionize how we communicate with consumers.
Convince and Convert: Social Media Consulting and Content Marketing Consulting
Instagram, the photo sharing app, has launched a new logo. Early reactions are dividing fans, but I believe it will become well-loved in the long run, as it uses some clever neuroscience tricks to appeal to our subconscious minds. Logos, particularly those of mega-popular apps like Instagram, become a familiar part of our lives. Changing them carries the risk of losing all that mental goodwill.
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