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Wiele docierających do nas treści marketingowych, konstruowanych jest w ten sposób, aby pobudzały nasze umysły do reakcji poza naszą świadomością. Naukowcy cały czas rozwijają badania nad mózgiem i naszymi reakcjami. Wyniki tych prac, osoby odpowiedzialne za komunikację już znają i korzystają z nich, używając w tworzeniu przekazów kilku standardowych, ale jakże skutecznych trików.
Emocje to silne odczucia pobudzające i nadające wrażeniom subiektywne. Są to złożone reakcje organizmu, zwykle automatyczne i dość krótkie. Dzieją się one poza naszą świadomością, lecz każdy człowiek potrafi je rozpoznać i na nie reagować. Ważne są w szczególności te uniwersalne kulturowo takie jak gniew, pogarda, wstręt, strach, radość, smutek i zdziwienie.
- Duża dawka emocji w nagłówkach i obrazach
- Przyswajanie emocji poza udziałem świadomości trwa 5 razy krócej niż z jej udziałem.
- Emocje oddziaływają na nasz stan dłużej niż racjonalne myślenie
- Obrazki, obrazki. Powiedzenie „display everything” funkcjonuje nie od dzisiaj i jest wykorzystywane w szczególności w intrenecie
- Mózg przyswaja obrazy ok 60 000 razy szybciej niż tekst
- Ponad 90 % przetwarzanych przez mózg danych to obrazy
- Mózg zapamiętuje i rozumie lepiej tekst, kiedy występuje on w otoczeniu obrazów
- Wybieramy to co nam się bardziej podoba, tzn. to na co nasz mózg reaguje bardziej pozytywnie
- Kolory powodują, że pod ich wpływem decydujemy się niejednokrotnie na to, że klikamy taki a nie inny obrazek.
- Kod kolorystyczny jest niezmiernie istotny w budowaniu emocji i nastrojów. Niebieski buduje zaufanie, zielony uspokaja, czerwony budzi agresję, a żółty budzi niepokój ponieważ oddziałuje na hipokamp.
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