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5 Basic Human Truths
The document outlines five basic human truths relevant to marketing: 1) the brain craves ease and order, 2) humans have a limited attention span, 3) humans are visual learners, 4) human decisions are driven by emotion, and 5) humans are attracted to beauty. These insights emphasize the importance of simplifying experiences, using visual content, evoking emotions, and focusing on aesthetic appeal in marketing strategies. Overall, understanding these truths can enhance consumer engagement and decision-making.
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5 Basic Human Truths
- 1. WA S HI N G T O N D . C . KEY INSIGHTS INTO HUMAN BEHAVIOR AND THEIR IMPACT ON MARKETING BRENT NIEMUTH President, Chief Creative Officer Bonfire5 brentn@bonfire5.com@brentniemuth
- 2. 5 BASIC HUMANTRUTHS
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- 4. THE BRAIN CRAVES EASEAND ORDER • It will always choose the easy route. It takes shortcuts. • Consumers want an EASY experience more than anything • This is called “Cognitive Fluency” brentn@bonfire5.com@brentniemuth
- 5. THE BRAIN CRAVES EASEAND ORDER • It will always choose the easy route. It takes shortcuts. • Consumers want an EASY experience more than anything • This is called “Cognitive Fluency” Simplify everything. brentn@bonfire5.com@brentniemuth
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- 12. HUMANS HAVE LIMITED ATTENTION • We have an 8 second attention span (a goldfish has 9) • Consumers hate too many choices (3 options is ideal) • Entertain, if possible brentn@bonfire5.com@brentniemuth
- 13. HUMANS HAVE LIMITED ATTENTION • We have an 8 second attention span (a goldfish has 9) • Consumers hate too many choices (3 options is ideal) • Entertain, if possible Don’t overwhelm. Be brief. brentn@bonfire5.com@brentniemuth
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- 16. HUMANS ARE VISUAL • 90%of what we learn is visual (we learn by seeing) • People prefer images over words (process 60,000x faster) • Consumers no longer read—they scan brentn@bonfire5.com@brentniemuth
- 17. HUMANS ARE VISUAL • 90%of what we learn is visual (we learn by seeing) • People prefer images over words (process 60,000x faster) • Consumers no longer read—they scan Make images impactful. brentn@bonfire5.com@brentniemuth
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- 24. HUMANS RESPOND TO EMOTION • 95%of the decisions we make are driven by emotion • The brain remembers events triggered by emotion • We remember first impressions—how we feel brentn@bonfire5.com@brentniemuth
- 25. HUMANS RESPOND TO EMOTION • 95%of the decisions we make are driven by emotion • The brain remembers events triggered by emotion • We remember first impressions—how we feel Make them feel something. brentn@bonfire5.com@brentniemuth
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- 32. HUMANS ARE ATTRACTED TOBEAUTY • We are naturally drawn to what is visually pleasing • First impressions (what something looks like) last forever • Consumers have developed an elevated design aesthetic brentn@bonfire5.com@brentniemuth
- 33. HUMANS ARE ATTRACTED TOBEAUTY • We are naturally drawn to what is visually pleasing • First impressions (what something looks like) last forever • Consumers have developed an elevated design aesthetic Design matters. brentn@bonfire5.com@brentniemuth
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- 40. 1. THE BRAINCRAVES EASE & ORDER 2. HUMANS HAVE A LIMITED ATTENTION SPAN 3. HUMANS ARE VISUAL 4. HUMANS RESPOND TO EMOTION 5. HUMANS ARE ATTRACTED TO BEAUTY 5 BASIC HUMAN TRUTHS brentn@bonfire5.com@brentniemuth
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