Seducing the subconscious: Coley Porter Bell chief Vicky Bullen explains the neuroscience of …
When browsing products on a supermarket shelf, one is unlikely to give excessive scrutiny to the tweaked logo placement on one’s favourite brand of tea. Nor would the box’s slightly different shape, or a font more perpendicular than the week before, cause much alarm. One would notice however, if say, the base colour of the packaging, or a time-hallowed logo, had changed overtly, beyond usual association. Brand design, to the inexpert eye, may seem the simple case of making things appealing; of creating products that stand out among innumerable competitors in a world of superfluous consumer choice. And to an extent it is. But to a larger extent, as I found out chatting with Vicky Bullen, chief executive at branding stalwart Coley Porter Bell, there is serious neuroscience underpinning every millimetre of every box, logo and font her team develops. Vicky Bullen (Source: CPB) Purchased by WPP some 30 years ago – its first branding agency – and aligned to Ogilvy for the last 12, Coley Porter Bell overlooks the Thames from the Sea Containers. Sat there, Bullen says that, today, designers understand far more about how people make decisions. “We’ve always kind of known that people make decisions intuitively.…
Link to Full Article: Seducing the subconscious: Coley Porter Bell chief Vicky Bullen explains the neuroscience of …
Seducing the subconscious: Coley Porter Bell chief Vicky Bullen explains the neuroscience of …
