Optimizing News Design Through a Brain Science Approach

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How do you get readers or viewers to understand and retain/remember content?
2011-2012 Reynolds Fellow Paul Bolls explores how the brain processes news and advertising. Solution: Brain friendly design of news, information and advertising.

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Optimizing News Design Through a Brain Science Approach

  1. 1. Optimizing News Design Through a Brain Science Approach Making News Design “Brain Friendly!”University of Missouri Missouri School of Journalism
  2. 2. Let’s think a minute!• What is the purpose of journalism?• What is “brain friendly” news design? OrUniversity of Missouri Missouri School of Journalism
  3. 3. Designing Online News for THE BRAIN Reynolds Journalism Institute Faculty Fellowship Holistic Communications DecisionsUniversity of Missouri Missouri School of Journalism
  4. 4. Look who’s looking at the brain!• Neuromarketing…the CREATIVE science of design Weird Science? Good Science? University of Missouri Missouri School of Journalism
  5. 5. This is the brain “on” media!University of Missouri Missouri School of Journalism
  6. 6. Three “Brain Rules”• Understanding the brain “on” news – Motivated information processor – Limited capacity processor – Categorical / Contextual information processorUniversity of Missouri Missouri School of Journalism
  7. 7. The brain on “news” vs. “entertainment” Attention: HR 2 Arousal: SCL 1 0 News 0 1 6 11162126313641465156 News Entertainment 1 6 11162126313641465156 -2 -1 Entertainment -4 -2 Negative Emotion: EMG Positive Emotion: EMG 0.03 2 0.02 0 News -2 1 6 11162126313641465156 News 0.01 Entertainment -4 Entertainment 0 -6 1 7 13 19 25 31 37 43 49 55 -0.01 -8University of Missouri Missouri School of Journalism
  8. 8. A “brain science” look at designUniversity of Missouri Missouri School of Journalism
  9. 9. University of Missouri Missouri School of Journalism
  10. 10. http://www.bbc.com/news/University of Missouri Missouri School of Journalism
  11. 11. To learn more about these slides, or for more information, contact 2011-2012 Reynolds Fellow Paul Bolls. bollsp@missouri.eduUniversity of Missouri Missouri School of Journalism

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