Biophilia Effect (Principles of Design #77)

Jan 23 2018 Published by Neil Gains under design,shopper behaviour

Biophilia effect is the well researched and understood impact of natural environments on the emotions, productivity and physical well-being of people. Such environments with natural views and imagery reduce stress and improve concentration and focus. The effect was first proposed by Erich Fromm (although William James had written about it) and popularised by Edward Wilson and has since been empirically tested. Read more »

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The Colour of an Enigmatic 2018?

Dec 09 2017 Published by Neil Gains under design

Prince would be proud.

Pantone have just announced their colour of the year and it’s purple, or rather it is Ultra violet, “… the most complex of all colors, because it takes two shades that are seemingly diametrically opposed — blue and red — and brings them together to create something new.” (in the words of the Pantone Color Institute). Read more »

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Face-ism Ratio (Principles of Design #76)

Dec 07 2017 Published by Neil Gains under design

John LeMasney from

Face-ism is the term used to describe how the ratio of face to body in an image influences the perception of the person in that image. In several studies, it has been found that this ratio is higher for male than female images in the media, leading to the term body-ism.

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Using Sound to Build Your Brand

Apr 27 2017 Published by Neil Gains under sensory branding

Audio Branding: Using sounds to build your brand is a great read for anyone interested in building stronger connections with their customers, especially if they have an ear for music. Full disclosure, the book includes a short piece by myself placing sound in the broader context of sensory branding and the different touch points that can reach your customers. Read more »

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Reimagining global beauty

Apr 26 2017 Published by Neil Gains under beauty

Beauty Imagined: A history of the global beauty industry by Geoffrey Jones is highly recommended for anyone interested in beauty, the beauty industry and beauty brands. To make you more beautiful you can visit Aesthetic Surgical Images. Full of anecdotes and insights into the people who shaped the beauty industry, this book provides great insights into the innovations and events that make beauty what it is today. The final chapters on the modern beauty industry, and the discussion of globalization versus tribalization are very well written and are foresee many of the local cultural trends and influences I believe are shaping the industry in Asia and beyond. 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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6 Reasons to Create a Winning Sound Environment

Nov 27 2015 Published by Neil Gains under sensory branding

“Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does – humans are a musical species.” – Oliver Sacks

We all know the power of music to move both our bodies and our emotions. So how can you use music to create more immersive brand experiences giving you the commercial edge over your rivals?

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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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Review of Touch: The Science of Hand, Heart and Mind

Sep 29 2015 Published by Neil Gains under book review

Of all the books I have read on the sense of touch, the best short introduction is Touch: The science of hand, heart and mind by David Linden. Only published earlier this year, a paperback version will be available at the beginning of 2016. This is clear and comprehensive overview of the role of touch in human lives, it’s relationship to emotion and social relationships and its interaction with the other senses. Read more »

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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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