Connecting the Dots: A Practical Overview of How Psychology & Neuroscience can Influence Ad Effectiveness
This paper is intended to synthesize three areas of neuroscience and psychology that can directly influence the effectiveness of ad design. Specifically, the author sought to connect the areas of perception, emotion and memory and to show the roles they play in effective ad design. Each of these areas has been widely studied but are typically exclusive in their presentation. This paper makes the connection between all three and addresses their interrelation and cumulative effect, which is intended to augment the artistic process. Furthermore, the paper is written from the perspective of the garden variety marketer who operates outside of the Fortune 500.