Digestion

Posts Tagged ‘innovation

Roger Dooley of Neuromarketing blog asks “Why struggle to make ads more appealing when you could be making the product itself more appealing by tapping into the consumer’s true feelings and reactions?” This makes a lot of sense. Advertising has its place and purposes, but doesn’t it seem almost obvious that product design should be a key element in trying to connect with people?

Dooley’s blog focuses on the intersection between brain science and marketing. In today’s post he talks about neuroeconomics, and how this study of emotional response to brands/products could be an important tool for designers. Recent studies have found that areas in the brain stimulated by familiar products/brands are the same areas stimulated by comfort and contentment (see Wired.com’s “Designers See Dollar Signs In Your Emotions”)

Dooley says “There’s the potential for a great combination of art and science in the process of emotional design. Brain scans can in no way replace the creative aspect of a brilliant design, but using advanced techniques to measure customer response and emotional engagement have the potential to avoid non-starter designs and make good design even better.” It’s ironic (or is it) that design, what I thought was something one reacts to and creates, intuitively, is beginning to consider science (not usually an intuitive discipline) as a possible ‘partner’ in the creative process. This brings me to wonder about the specifics of neuroeconomic studies. Do they ask questions such as:

  • If we show subjects two vases, in the same color, material, and finish, but one being asymmetrical and the other symmetrical, which area of the brain will favorably light up?
  • When shown curves versus 90 degree angles, what results in positive response?
  • Is there more comfort towards primary colors combined with straight lines, or muted colors and curves?

Why are some first time product experiences special? Upon seeing or feeling something new (whether it’s an upgraded product or a new product altogether), why do we react with joy, surprise, happiness, or confusion? Why do some products give way to an intuitive experience and understanding, while others leave us far from impressed or engaged? It makes sense that design (good, smart design) should be a pathway to brand engagement. Experiencing a brand or ‘thing’ at its core is much more powerful than seeing how potential consumers might use it on tv or in a print ad. Again, not to discount the value of ‘advertising’. I guess I’m more of a champion of good ideas, and not all advertising is a good idea…

Just some random musings…

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For women who want control. And like chunky style bangles. Designer Chloe Fung’s Orbit Remote control combines function and wearable form. Also a handy solution for those who are prone to losing the remote in the couch.

Orbit Remote

Here’s an interesting product concept from Jackie Lee and Hyemin Chung at the MIT Media Labs: the Lover’s Cup. This is an LED-enhanced, wifi enabled pair of cups meant for sharing the experience of drinking from afar. An example usage scenario – say my lovah and I are in separate locations and I wish to connect with him. All I need to do is pick up my cup and take a sip. My lovah will then see his own cup light up, which tells him I wish to share a drinking moment with him.

But wait – the Lover’s Cup does more than act as a virtual toasting gimmick. With a sip or a shake of the cup, users are communicating their affinity towards one another. The soft beacon of light reminds the user that their special someone is thinking of them.

(Now if only I’d known of these cups sooner…they could have been useful in past long-distance relationships that ended up on the cutting room floor…)


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