A new generation of online neuroscience tools are enabling better understanding of how people respond to imagery. As our non-conscious minds influence much of our responses to imagery, these measures can reveal insights unavailable via traditional surveys. Saddington Baynes uses these new tools to enrich its understanding of how to create truly evocative and engaging imagery that effectively communicates with viewers and inspires brand devotion. The measures reveal respondent’s strength of associations between different images and words such as ‘unique’ or ‘modern’, which are quantified and analysed to uncover powerful trends and patterns.
Great artists have always understood that creating...