Creative Directors and Designers objective is to create marketing campaigns that are, simply put, a work of art. Campaigns that capture specific emotions, powering your clients products and inspiring their target audiences.
In this article, we are going to demonstrate how to immortalize your work of art and create long lasting memories in the audience’s minds.
The fundamental difference between a chef d’oeuvre and a less known work of art is how it lasts in time.
To demonstrate the point, we have made the analysis of 20 paintings from 10 famous artists (one famous painting and one less known from each artist). Then, using Hippoc Neuroscience-AI software, we predicted in advance the cognitive reactions of the audience (that have never seen the paintings before), in terms of both attention and memory recall for every painting.
Original Image
63% Instant Attention Map (Overt Attention)
75% Lasting Recall Map
(Covert Attention)
You will notice by individual artists most paintings have a similar Instant Attention Score, meaning they capture the attention for approximately the same amount of time. Also, something that catches more attention tends to be more memorable as you can observe with the two Da Vinci paintings.
More importantly, the first painting for each individual artist is one of their more famous paintings. The key reason is because, with the famous ones, they created a piece of art that resonates with people and quickly created, in the same amount of viewing time as their other painting, a strong memory trace resulting in a higher Lasting Recall Score.
You will notice by individual artists most paintings have a similar Instant Attention Score, meaning they capture the attention for approximately the same amount of time. Also, something that catches more attention tends to be more memorable as you can observe with the two Da Vinci paintings.
More importantly, the first painting for each individual artist is one of their more famous paintings. The key reason is because, with the famous ones, they created a piece of art that resonates with people and quickly created, in the same amount of viewing time as their other painting, a strong memory trace resulting in a higher Lasting Recall Score.
How to bulletproof your creatives in advance?
Some creatives’ initial reaction to Hippoc is that our product will try to take control or stifle their creation. It’s quite the contrary, we encourage their creativity!
With Hippoc, creatives maintain full control over their design process. They use Hippoc to test in real time, before anyone sees their content, how powerful their creations are at generating Instant Brand Attention and Lasting Brand Recall.
If they were not happy with the results, they have full control to make the tweaks necessary to achieve the highest possible score. They can adjust image placement, sizing, colours and know in a few seconds if the improvements maximized the effectiveness of their designs, all while maintaining the integrity of their ideas.
Many designers found Hippoc actually gamified the design process and pushed them to improve their designs each time. Several commented, they want to create content that is memorable. Creatives that will be judged by their peers to be the best of the best. Hippoc plays a meaningful role in assisting creatives to achieve this level of peer recognition.
For all these artists, the Hippoc Neuro-AI score is significantly higher for the famous painting than the less know paintings.
Immortalize all your visual creatives in advance using your own private neuro-design sandbox.
