Evidence-based design in communication

dr. Jelle Demanet

iMPULSE  by

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

5  iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

7  

Tips and Tricks from Psychology

iMPULSE Linking Emotions to Decisions

23%  meer  clicks  

12  

217%  meer  conversies  

iMPULSE Linking Emotions to Decisions

16.7%  sales  increase  

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

  Crucial  Components  for  an  Op<mal  Communica<on  

ATTENTION   EMOTION  ASSOCIATIONS  

iMPULSE Linking Emotions to Decisions

 

ATTENTION   ASSOCIATIONS   EMOTION  

Crucial  Components  for  an  Op<mal  Communica<on  

 Eye-tracking

  FIND THE PANDA

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

Online salience test

Target Phase Search Phase

iMPULSE Linking Emotions to Decisions

 Lik

eabi

lity

 Saliency iMPULSE Linking Emotions to Decisions

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iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

 

ATTENTION   ASSOCIATIONS   EMOTION  

Crucial  Components  for  an  Op<mal  Communica<on  

36  

37  

iMPULSE Linking Emotions to Decisions

target  

+   #######

prime  

 Priming

mask  

iMPULSE Linking Emotions to Decisions

 Associations with Kinder Bueno

iMPULSE Linking Emotions to Decisions

Associations with Fristi

iMPULSE Linking Emotions to Decisions

Male  

Female  

older  younger  

iMPULSE Linking Emotions to Decisions

 What values do you communicate?

 Case: Packaging

 Case: Packaging

iMPULSE Linking Emotions to Decisions

 

ATTENTION   ASSOCIATIONS   EMOTION  

Crucial  Components  for  an  Op<mal  Communica<on  

iMPULSE Linking Emotions to Decisions

   Case: Schweppes

iMPULSE Linking Emotions to Decisions

   Skin Conductance

iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

Mannen  

iMPULSE Linking Emotions to Decisions

Vrouwen  

Mannen  

52  iMPULSE Linking Emotions to Decisions

iMPULSE Linking Emotions to Decisions

Looking  for  an  …                                              ?  

Jelle.Demanet@profacts.be  

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