This is about the book blindsight with an experiment to find your blindspot!

1. ES
Virtual
Curiouser &
Curiouser
SHARING INSIGHTS - ESTRELLA SPAANS
Book: Blindsight
by Matt Johnson & Prince Ghuman

2. ANEXPERIMENRT
Your Blindspot
• Look at the image at eye level about an arm's length
away, in your right hand
• Cover your left eye with your left hand
• With the right eye, look at the X. Focus on the X, but be
aware of the dot.
• SLOWLY bring the image closer to your face maintaining
the focus on the X.
• Result: you have find your blindspotonce the dot
completelydisappears out of your sight!
How to find your blindspot?
ES

3. This blindspot does not
only happen with this
experiment, its hidden
within every interaction
with brand experiences
WEARETRICKED
ES

4. Reality of Life Mental Model
ESOur Mental Models
Senses
"A mental model is a representation of an individual of
the surrounding world, the relationships between its
various parts and a person's intuitive perception about
his or her own acts and their consequences."
Behavior
INTERPREATIONOFTHEWORLD
INTERPRET ASSOCIATIONS
INFLUENCESINTERACT

5. Neuromarketing
What can we do knowing this?
ES
1.Our representation of the world include systematic
networks with associations. The more we see something,
the more it gets locked into these networks (being familiar).
Even when this was unconsciously. This is known as the
mere-exposure effect.
Apply consistentbranding
(e.g Cola Cola = Happiness)
2. Mental anchoring: we define what is essential in life through
anchors, the things we pay attention to.
- System 1 (being more open towards our impulses).
- System 2 (doing something with a goal).
Stand out from other brands to
trigger impulses
(e.g Tiffany & color blue, promotion signs)
3. Humans connect souls and essenceto objects,
experiences,and products, especially when we can relate to
them through anchors placed in our past. Each generation
has different topics, languages, behaviors.
Create essence through Storytelling
& Adjustcommunications to Target
Audience.
(e.g. Heineken Express, Netflix & Memes, &
Perrier & France)
SOMEFACTSANDHOWTOACT

6. There a many
more examples...
Read the book if you want to get
emerged into the world of
neuromarketing!
ES
GETTOKNOWMORE!