“FIRST IMPRESSIONS” SHAPE OUR OPINIONS – WHETHER IT'S ABOUT A POTENTIAL PARTNER, A PRODUCT, A SERVICE, OR A VISUAL MESSAGE. The Power of 0.05 Seconds It takes just five hundredths of a second to form a first impression—barely enough time to consciously process anything. Yet this fleeting moment heavily influences our decisions. Research shows that our brain makes automatic judgments without involving conscious thought, often against our intuition. These snap decisions are bel

for Retail News Magazine 9/2018 “Intuition is unconscious accumulated experience informing judgment in real time.”— Alain de Botton We like to believe we understand our choices and make decisions consciously. In reality, most decisions are driven by intuition. While logic plays a role, it typically accounts for only a small part of our decision-making. The majority happens subconsciously. Subconscious Decision-Making Our buying behavior is primarily driven by the subconscious

for Fashion Retail Magazine 7–8/2018 We often associate creativity only with art, but globally, this term is used across all fields. There are well-researched brain processes that directly lead to creative results, and—if it is truly creativity—those results are original in both outcome and value. Generally, people connect the word creativity with artistic creation. Yes, art and creativity are interconnected, but only in the sense of producing original solutions with a certai

for Retail News Magazine 7–8/2018 “Emotions make us human. Denying them makes us beasts.”— Victoria Klein Emotions and human desires are essential in our lives. In retail, understanding them is the key to effective communication with customers. There are seven basic emotions—happiness, sadness, contempt, fear, disgust, surprise, and anger (as identified by Paul Ekman)—which we express either through facial expressions or physical gestures. Facial Expressions and Emotions We h

for Fashion Retail Magazine 5–6/2018 COMMUNICATION DESIGN – NEURODESIGN IN PRACTICE Neurodesign – the academic sibling of practical design – helps us create effective visual messages tailored to our target customer. What Is Neurodesign and How Can It Help Build Good Business? 1. Processing Fluency – The Speed and Ease of Understanding Information The goal is to make information as intuitive as possible for customers. We aim for processing fluency—how quickly and easily inform

for Retail News Magazine 6/2018 Effective and functional design is a critical step toward business success. Knowing which elements are effective is made easier thanks to neuroscience. What Is Neurodesign? Neurodesign—the academic sibling of practical design—helps us communicate visually in a way that resonates with our target customers. Based on neuroscience, it reveals what “works” in visual communication and why. 1. Processing Fluency Your goal should be to make information

for Retail News Magazine 5/2018 The brain is wider than the sky.”— Emily Dickinson UNDERSTANDING HOW PEOPLE THINK THROUGH VISUAL COMMUNICATION IS KEY TO UNDERSTANDING THEIR NEEDS AND DESIRES. If you create promotional materials for various target groups, it is always advisable to begin with a brief market survey. Verify how different segments interpret different information. This will help you avoid generalization and enable much more accurate targeting. 1. THE BRAIN PROCESSE

for Fashion Retail Magazine 3–4/2018 Augmented Reality (AR) is a rapidly evolving, highly intuitive tool for customers that is gaining increasing popularity. AR is already gradually changing the face of fashion distribution as well as the presentation and sale of new products. In the near future, we can expect its growing influence on the retail sector as a whole, potentially redefining it completely. Everything from fashion shows to buying home accessories will undergo trans

for Retail News Magazine 3/2018 Let your clients see what you want them to see.If you can purposefully attract their attention, inspire and motivate them to react positively to your visual message, you are just one step away from achieving your business goals. COMMUNICATION DESIGN IS ONE OF THE MOST IMPORTANT TOOLS TO GENERATE HIGHER PROFITS. 1. SEE – SHORTCUT – SELL The human brain creates “shortcuts” to quickly orient itself in its environment. However, it is possible to in