Attractiveness Bias (Principles of Design #75)

Aug 04 2017 Published by Neil Gains under design

People tend to see attractive people as more intelligent, competent, mortal and sociable than less attractive people. Thus, attractive people are seen more positively, receive more attention from the opposite sex, receive more affection from their mothers and receive more leniency from judges and juries. When everything else is equivalent, attractive people are more likely to be preferred in hiring and will earn more money in the same job. Most importantly, they tend to get more votes in elections. Read more »

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The Language of Colour

Jan 25 2017 Published by Neil Gains under book review

The Language of Colour is a short, readable and enjoyable introduction to visual communication and the semiotics of colour. Packed full of examples and exercises, Theo van Leeuwen moves from discussions of the meanings of individual colours and colour naming to a theory of how colours combine. The author argues that colour schemes and combinations are more important than the individual colours that comprise any combination.

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Don’t Let Short Term Thinking Kill Creativity

Oct 30 2016 Published by Neil Gains under creativity

In their most recent report on advertising creativity and effectiveness, the IPA and author Peter Field reach the startling conclusion that both creativity and effectiveness are under threat. And who are the culprits? They believe that short-term thinking and especially a focus on driving rapid sales effects, combined with the post-global financial crisis recession, are killing the creativity of advertising. Read more »

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Principles of Design #71 – Accessibility

Jul 11 2016 Published by Neil Gains under design

It is common sense that objects and environments would be designed to be usable by as many people as possible without any modification. Except that common sense is never as common as it should be. For example, Kim Walker and Dick Stroud point out in Marketing to the Ageing Consumer, that far too few businesses really consider the needs and constraints of those users beyond 20-30 year olds with perfect sensory, physical and mental abilities. Read more »

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The Social Psychology of Music

Oct 19 2015 Published by Neil Gains under sensory branding

As the authors of The Social Psychology of Music point out, although music has many functions in human life, they are all essentially social. We use music to communicate, even when from very different backgrounds and speaking different languages. Music has the ability to trigger very powerful emotions., forming the basis of shared experiences. Music always conveys meaning, but that meaning is always situated in a social and cultural context. Meaning can never be free of context. Read more »

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The Importance of Curiosity

Oct 14 2015 Published by Neil Gains under book review

“I have no special talents. I am only passionately curious.” – Albert Einstein

“Curiosity is insubordination in its purest form.” Vladimir Nabokov

I seem to have been reading a lot of books recently on the topic of questions (perhaps inspired by a good friend), and so I was curious to read Curious by Ian Leslie, all about the importance of curiosity in human life and its place in learning, business and innovation.  Coming off the back of reading A More Beautiful Question (read more here), Ian Leslie arguably suffers from a lack of more practical argument and application to the reality of business, but still offers up some nuggets of insight into the importance of curiosity in the success of humans. After all, curiosity is linked to the most fundamental animal behaviour (called ‘seeking by Jaak Panksepp) and the need to explore the world.

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In Touch With Reality

Sep 06 2015 Published by Neil Gains under sensory

“Seeing’s believing, but feeling’s the truth” – Thomas Fuller

“Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves” – Albert Einstein

I first wrote about the importance of the sense of touch five years ago (click here). At that time there was very little literature focusing on this important sense, but the last two years has seen the publication of at least four books about touch and related senses (see below) so it’s time to look again at touch. Touch is often neglected, especially by marketers, so let’s focus on why touch is such a powerful way to communicate with your customers. Read more »

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On Becoming More Risk Savvy

Sep 05 2015 Published by Neil Gains under book review

“Knowledge is the antidote to fear” – Ralph Waldo Emerson

Risk Savyy is recommended for everyone. Over the course of the book, Gerd Gigerenzer highlights the ways in which all of us, including the very best professionals, often misunderstand and misuse statistics and probabilities and end up making the wrong decision. He shows that risk and uncertainty are not the same thing, and how the way in which information is presented changes the decisions that we make. While covering some of the same ground as Daniel Kahneman in Thinking, Fast and Slow,this book contains simple rules and tools that will help you to avoid the same mistakes. Read more »

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Digest, Sleep, Create

Aug 13 2015 Published by Neil Gains under creativity

What can sleep teach us about creativity? In The Secret World of Sleep, Penelope Lewis describes what sleep enables us to do that we can’t while awake. In many ways, the book is not just about sleep, but about the science of the brain, how memory works and what sleep brings to the creative process. You can easily go to sleep by using earplugs comfortable while sleeping to not be distured at all.

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Why Brainy Thinking Needs More Than A Brain

Jul 03 2015 Published by Neil Gains under behavioural change

Hopefully by now most of us realise that the mind versus body problem is a quaint notion from the past, when we mistakenly believed that our minds floated in some ether disconnected from the real world. The idea of embodied cognition, that the brain is in fact only a central switching point for the central nervous system to send constant feedback on where we are and what we are doing.  We only learn and acquire knowledge through our body (via the senses), and we only experience the world, including emotions, feelings and experience, through this system. Read more »

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