Nice Introduction To NeuroMarketing
In this video, Dr. Phil Harris from the University of Melbourne makes a nice introduction to neuromarketing.
The Answer To How Signage Can Make You Money
AMPED 3D Retail Signage
October 11, 2011
June 29, 2011
Real vs. Fake (Why Ads Are Failing)
So you hire the professional food photographer and photoshop artist to “image” your food product and it looks fantastic. You create your signage and display it and sales go up – right?
New research is showing that consumers are no longer fooled and fake depictions of food products are producing a backlash and creating negative brand impressions.
You know something is up when you see stuff on the internet like this:
http://www.alphaila.com/articles/failure/fast-food-false-advertising-vs-reality/
Sample photo from above website:
Image from alphaila.com website
Did you notice that he is asking for money because he can’t afford the bandwidth from so many viewing his website?
People won’t point to a fake picture of your food product and demand they are sold what they see advertised… will they?
The answer is yes – they will, and are, demanding it.
And it is happening more frequently. Now don’t get me wrong, I’m not suggesting you present images of your food products in an unflattering way. But it is time to re-think fake food product beauty shots. Signage and imagery should influence behavior through depicting the experience of enjoying the REAL product and meet expectations and trigger the euphoric realization of what was depicted in the signage as something that can truly be experienced. This truth in signage has the potential to rocket a brands image to amazing heights.
June 7, 2011
Depicting The Space Between Things Triggers High Levels Of Brain Processing
A brief review of how the brain processes optical illusions, see:
points to the obvious: that context plays a gigantic part in the interpretation of what we see and how we see it. Adding the three dimensional slices of information that the brain interpolates from two or more perspectives generates so much data that the only way that the brain can process it is through context comparitors.
So when a 3D image construct uses non familar information (wrong size, wrong relationships, wrong shadow and binocular rivalry information, etc.) then what happens? Well, for one thing, perception conflict happens and the brain either goes into a problem solving mode (if there is something worthwhile to engage) or a dismissive mode to simply ignore that which is in conflict. But before that happens, there are mental gymnastics at work that are attempting to make sense and apply context possibilities to what is being viewed. This is where opportunity can exist to plant subliminal image information for processing and bias development.
Surprisingly, this process is not being used for the benefit of 3D and the consumer electronics 3D industry. Quite the contrary – it continues to be neglected and it is actually obstructing the success of 3D. When context conflict is present, subliminal negative data is bouncing around the neurons of the brain. Add to that some conscious discomfort that poor 3D creates and, bada boom, you have a recipie for super negative impressions. Ouch, that’s not good.
This is what happens when you try and apply a two dimensional approach to a three dimensional problem. Like using addition and subtraction to solve higher level math problems. The primitives don’t explain the complex and don’t provide a solution.
Does all of this sound like mumbo jumbo? While that may be true, consider the anecdotal evidence. Why isn’t everyone flocking to buy a 3D television? There is more to it than meets the eye! Why aren’t all 3D movies as successful as Avatar? Why haven’t we switched to lenticular printing over conventional printing? The answer is far more complex than price. If that were true, then paintings would no longer exist as they are considerably more expensive to produce! What happened to squash the popularity of the stereo cards of the Victorian era? Why does 3D continue to languish?
There are answers – it is just that we’ve been looking for the answers in the wrong places.
June 4, 2011
AMPED 3D / Neuromarketing / Mirror Neurons = Effective Signage
What the heck are mirror neurons and why are they important? To answer, let me provide you with a link to noted neuroscientist Vilayanur Ramachandran:
With specially crafted autostereoscopic multi perspective signage it is possible to activate mirror neurons and create empathy for an activity or product use. How? Because stereopsis vision (seeing in 3D) triggers the right brain image processing and emotional engagement whereas traditional photography triggers mostly the left brain logic and referential processing. AMPED 3D signage facilitates the process of engaging the brain in a different manner whereby the mirror neuron response can become active. This process is by no means intuitive and requires a refining process whereby brain activity can be monitored to verify that the AMPED 3D poster is having the desired effect. The opportunity for engaging the brain through signage can be more powerful and effective than ever before imagined.
June 3, 2011
Top 10 Benefits Of AMPED 3D Signage
1.) Your AMPED 3D poster is designed to influence consumer behavior. Results can be demonstrated and return on investment is assured. (AMPED 3D signage makes you money.)
2.) 3D is HOT. You benefit from the hundreds of millions of dollars being spent by the motion picture and consumer electronics industry on generating consumer awareness of 3D.
3.) Art + Technology + Science = unprecedented consumer reaction to your signage. Using proven neuromarketing science, various artistic treatments are analyzed with only the most efficacious being implemented.
4.) Communication to a demographic so powerful, they become emotionally engaged. You can expect the demographic you are speaking to will actively respond to AMPED 3D imagery and even engage others to look at the signage.
5.) You benefit working with the experts and inventors of this new signage paradigm who have over 15 years of hands on development of AMPED 3D. There are few things better than working with people who know what they are doing and aren’t experimenting with your money.
6.) You communicate realness with AMPED 3D signage. Let’s face it, consumer B.S. radar is better than ever. Fake campaigns and photoshopped images no longer fool consumers.
7.) No silly glasses are required to look at AMPED 3D signage.
8.) Your logo and messaging are positioned in 3D space to psychologically communicate importance. (Things that appear closer are given more importance – and we can place a message to clearly appear out in front of the AMPED 3D poster.)
9.) Your products are cool – now your signage is too!
10.) AMPED 3D signage is far more affordable than you imagine. In many cases, it is comparable and even less expensive than other custom designed signs. And unlike those signs, the return on investment will be clearly demonstrated and not buried in ad-speak justification language.
May 18, 2011
Case Study: Hair Care Signage / 3D Neuromarketing Solution
At left is a 24 perspective animation (in 2D) of an AMPED 3D life size poster. The actress/model is portraying an unsure look with one perspective that shows slightly raised eyebrows. Her right hand brings a curly strand of hair to the foreground on the left side of the frame to emphasize the visual component of hair curly-ness. It is on the left side of the image to take advantage of the right hemisphere of the brain which processes imagery and emotion. The word “curl” with the question mark is at an angle on the right side of the image to take advantage of the left hemisphere of the brain which processes logic, language and analytical thinking.
By being in 3D, the image is processed in the brain with stereopsis. It is fuzed into a single image with depth that the brain associates with seeing something that is real. This helps to stimulate the mirror neuron response whereby the viewer projects themselves as experiencing what is depicted in the image.
The word curl and how it is depicted in the background presents as a puzzle. The brain loves to solve puzzles. For example, why is the “c” cut off? What is above it? Why is the word at an angle? Does it symbollically represent a tipped bottle pouring out the question mark as if it were liquid?
The expression the girl has is sufficiently ambiguous to mean many different things.
There is so much for the brain to process and analyze in this image. Imagine if the word “curl” was actually a brand name. Note that it’s position implies that she is thinking about it like a text bubble would be positioned over a cartoon character. If the mirror neuron response is activated then the viewer will also subconsiously think about the word curl and the question mark to such an extent that it will surface to the conscious level and likely evoke a comment or response.
With so much going on in this image the person viewing it will be compelled to look at it for a long time as compared to a regular 2D sign. The space depicted puts a heirchy in play (hand/hair in the foreground, text in the background) that simply is not possible with traditional 2D signage.
Using proven neuromarketing information, the above is but the tip of the iceberg in terms of what is possible with regards to constructing an image that influences behavior. In the case of this single image it stimulates thought about hair curly-ness. Questions can be suggested to the viewers subconscious/conscious such as: Is curl something I desire? Are there products that I don’t know about that have something to do with curl? Am I also uncertain as the girl is in the image? Should I be asking questions about curl?
Add this image to a display of products that deal with hair curling and you have influenced the woman to give more than a passing glance to the display. Plus, you give the display context and a reason for existing.
Coming next, two additional hair care signage treatments that complement the above and take the consumer viewing the imagery towards actually taking some sort of action. Also, brain measurement information on how the above image triggers brain activity in a way considerably different than traditional signage/imagery.
To learn more about the power of AMPED 3D imagery contact Almont Green.
May 13, 2011
Telling The Story / Making The Emotional Connect With AMPED 3D
Posters and signage typically do little more than decorate an area. Even “fancy” signage with an exotic shape doesn’t even get a passing glance from passers-by. At best there is a subtle impression which might relate to something about a brand or promotion or something… But signage as an artful communication medium is a very rare thing to come across. No wonder signage goes out to bid with the cheapest printer usually getting the job. It is viewed as a necessary evil and has no ROI expectation (return on investment).
But what if signage could clearly demonstrate a return on investment? What if cause and effect wasn’t something a fast talking salesman blabbered on about in an abstract way? What if I told you that signage could be created in such a way as to engage people so strongly that they would go out of their way to encourage other people to look at it? I know it sounds unbelievable, but that is EXACTLY what happens when an AMPED 3D photograph is artfully put together with content that tells a story and connects with people in an emotional way when they engage it with their stereopsis vision.
When given the chance to examine a “real” moment with all of the subtlety and nuance and interpretation afforded by seeing multiple perspectives, people engage and emotionally connect. It happens in real life occasionally during a special moment. And with care, a real life special moment can be crafted and presented with AMPED 3D imagery. With the right content, AMPED 3D imagery can bring on an emotional response. Neuromarketing experts can see it happening with fMRI and EEG monitoring of people viewing AMPED 3D photography. With a modest sample of only 20 people it is possible to determine cause and effect of an AMPED 3D poster for a given context and consumer demographic. I submit that an AMPED 3D photograph can elicit a mirror neuron response and influence behavior. I have witnessed it in person.
February 17, 2011
Amped 3D Imagery & Neuromarketing Go Together
Neuromarketing is the hot new scientific technology that is revolutionizing the way marketing experts around the world are solving 21st century sales and marketing problems. For the first time, there is an alternative to subjective analysis. Neuromarketing provides the possibility for scientific cause and effect analysis measurement that isn’t prone to the errors of traditional survey marketing methods. Well, at least in the hands of experts…
Just because someone claims to be a neuromarketing expert doesn’t make it so. Indeed, nobody is an expert at understanding the immense complexity of the human brain. But, progress is being made in certain areas and it is important to recognize the good research from the less-than-impressive bogus research that is out there.
There is solid evidence that about 1/4 of the human brain is involved with processing imagery (that is HUGE!). How we look at the world and what gets our attention – and why – is slowly being revealed. Scientists don’t have all the answers and there certainly isn’t a “buy button” in the human brain. But there are ways to influence the brain to pay attention to certain details and to influence certain types of responses. And this can be a very good thing because it can make things easier to understand (say instructions for device assembly) and easier to comprehend (what are the benefits of a product and do they match the need). Make things easier for people and they will appreciate it – by considering your product or service.
Amped 3D signage does this in a way traditional signage can’t.
How?
Amped 3D signage does not trigger a referential brain response. It is processed with stereopsis vision and engages more of the brain’s vision processing — and in a different way. This is very important in ways that will be discussed in coming blog posts.
January 6, 2011
What is Amped 3D™ Signage?
Amped 3D signage combines multi-perspective photography, text and graphics with neuromarketing. It is the combination of art and science directed to the purpose of communication and evoking response and memory retention. As marketing communications are ever more removed from reality they suffer and lack effectiveness. Signage has become noise and clutter. There is little, if any, aesthetic. Imagery has become contrived and manipulated to the point of abstraction.
You don’t communicate when people don’t engage their eyes and brain.
You do communicate when your imagery is something people want to look at. When it provides the information people are looking for, they look at it. When imagery is art and engages the brain through stereopsis a lot of things happen. The brain lights up like a Christmas tree activating synapses in the visual cortex and areas of the brain related to perceiving reality. There is something to be said for presenting information in a way that is perceived as real. 3D as a gimmick does not achieve that quality and indeed tests negatively for retail signage applications. AMPED 3D photographic art is raising expectations and delivering results.
When is the last time you saw someone actively bring another person over to show them a sign? And then touch the sign and take in the sign’s message for up to a minute…
That’s the power of AMPED 3D signage.
