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© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
Neuroplasticity
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
What is it?
 ‘Neurons that fire
together wire together’
 The brain's ability to
reorganize itself by
forming new neural
connections
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
“Your brain — every brain — is a
work in progress. It is “plastic.” From
the day we’re born to the day we die,
it continuously revises and remodels,
improving or slowly declining, as a
function of how we use it.”
Michael Merzenich, Ph.D
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
How’s it work?
(The Science)
 Synaptic plasticity – changes in
the strength of synapse connections
 Synaptogenesis – Creation and
removal of whole synapses
 Neuronal migration – Neural
connections moving to different areas
of the brain
 Neurogenesis – Creation of
neurons
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
Why is it important?
 Bill Bernbach used to talk about “the unchanged man” in the 50s –
this is no longer relevant
 The pace of change with technology is faster than ever – never in
history have our behaviours transformed so much, so quickly – we
now check our mobiles 150 times a day
 Mobile connectivity, ubiquitous access to information, and
completely new ways to communicate are all fundamentally changing
our brains – we think differently as a result of our behaviours
 This means brands are speaking to different people to the past,
who behave and think in different ways
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
Examples
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
We have worse
impulse control
 A 2013 study found video games
can inhibit players' ability to rein in
impulsive or aggressive behaviour
 Researchers concluded that forcing
players to make snap decisions in
violent situations made them more
likely to react with immediate,
unchecked hostility in real life
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
We dream in
colour
 In 2008, a study found that adults
over the age of 55 who had grown up
in a household with a black and white
television set were more likely to
dream in black and white
 Younger participants, who grew up
in the age of Technicolor, nearly
always experienced their dreams in
colour
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
Our memories
are worse
 In 2007, a neuroscientist polled
3,000 people and found that the
younger respondents were less likely
to remember standard personal
information, such as a relative's
birthday or even their own phone
number
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
…but we can
improve them
 IMPACT study of AARP Brain
Fitness software showed that on
average people made an improvement
in their memory equivalent to 10 years
 Participants successfully increased
their auditory processing by 131%
 3/4 users reported significant
positive changes in their lives
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
We create more
 Tech makes it easier for artists and
non-artists alike to engage with
creative media
 Author Clay Shirkey argues that the
Internet enhances the excess hours
and brain power we can devote to
pursuing activities and goals we enjoy
 Social media sharing encourages us
to create and share things of our own
© Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved.
We have better
visual skills
 A 2013 study found that first-person
shooter video games boost decision-
making and visual skills
 These games force players to make
snap decisions based on visual cues,
which enhances visuospatial attention
skills
 Gamers are also better at detecting
contrast between objects in dim
environments

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Neuroplasticity & technology

  • 1. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. Neuroplasticity
  • 2. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. What is it?  ‘Neurons that fire together wire together’  The brain's ability to reorganize itself by forming new neural connections
  • 3. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. “Your brain — every brain — is a work in progress. It is “plastic.” From the day we’re born to the day we die, it continuously revises and remodels, improving or slowly declining, as a function of how we use it.” Michael Merzenich, Ph.D
  • 4. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. How’s it work? (The Science)  Synaptic plasticity – changes in the strength of synapse connections  Synaptogenesis – Creation and removal of whole synapses  Neuronal migration – Neural connections moving to different areas of the brain  Neurogenesis – Creation of neurons
  • 5. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. Why is it important?  Bill Bernbach used to talk about “the unchanged man” in the 50s – this is no longer relevant  The pace of change with technology is faster than ever – never in history have our behaviours transformed so much, so quickly – we now check our mobiles 150 times a day  Mobile connectivity, ubiquitous access to information, and completely new ways to communicate are all fundamentally changing our brains – we think differently as a result of our behaviours  This means brands are speaking to different people to the past, who behave and think in different ways
  • 6. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. Examples
  • 7. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. We have worse impulse control  A 2013 study found video games can inhibit players' ability to rein in impulsive or aggressive behaviour  Researchers concluded that forcing players to make snap decisions in violent situations made them more likely to react with immediate, unchecked hostility in real life
  • 8. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. We dream in colour  In 2008, a study found that adults over the age of 55 who had grown up in a household with a black and white television set were more likely to dream in black and white  Younger participants, who grew up in the age of Technicolor, nearly always experienced their dreams in colour
  • 9. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. Our memories are worse  In 2007, a neuroscientist polled 3,000 people and found that the younger respondents were less likely to remember standard personal information, such as a relative's birthday or even their own phone number
  • 10. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. …but we can improve them  IMPACT study of AARP Brain Fitness software showed that on average people made an improvement in their memory equivalent to 10 years  Participants successfully increased their auditory processing by 131%  3/4 users reported significant positive changes in their lives
  • 11. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. We create more  Tech makes it easier for artists and non-artists alike to engage with creative media  Author Clay Shirkey argues that the Internet enhances the excess hours and brain power we can devote to pursuing activities and goals we enjoy  Social media sharing encourages us to create and share things of our own
  • 12. © Copyright 2014 HeyHuman Agency Limited trading as HeyHuman. All rights reserved. We have better visual skills  A 2013 study found that first-person shooter video games boost decision- making and visual skills  These games force players to make snap decisions based on visual cues, which enhances visuospatial attention skills  Gamers are also better at detecting contrast between objects in dim environments