In-Store Communication Design (4): How People Think

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 PROCESSES ONLY SMALL BITS OF INFORMATION

There’s a common belief that more information = better. But in practice, overloading a space with too much content makes it harder for customers to identify what’s actually important for your business.

Instead of focusing, the customer gets overwhelmed, and your chances of a successful sale drop significantly.

Successful ads use progressive disclosure, meaning that they reveal each key message step by step. Delivering important information in smaller parts guides the customer’s brain to process the content in the way you intend.

2. THE MIND WANDERS

The human mind cannot focus exclusively on a single thing at any given moment—it tends to wander. Researchers found that we spend around 30% of our time mentally drifting, and it can reach up to 70%.

The shorter the time needed to understand a message, the greater the chance the mind won’t wander during that process.

That’s why it’s critical to grab attention quickly, using simple, clear, and powerful elements.

3. PEOPLE PROCESS STORIES BEST

Stories are highly effective in holding attention. Even more importantly, they help explain cause-and-effect relationships, making complex messages easier to understand.

One of the most effective models is the classic structure we all know from school essays: introduction, body, and conclusion.

• In the intro, present the challenge (the story).

• In the body, develop the problem in more detail.

• In the conclusion, show how the customer can resolve the issue—with your help—leading to a “happy ending.”

Stories offer easy-to-understand associations, and they naturally translate into solutions.From time immemorial, stories have been how humans share knowledge—so using narrative in marketing feels familiar and memorable to your audience.A customer identifying with the product’s story is often a crucial step toward the purchase.

4. WE LEARN BEST THROUGH EXAMPLES

Think about those long, boring manuals you never want to read—often explaining in pages what could be said in two sentences.

Forget written manuals. Today’s consumers respond better to motion media. A well-executed video presentation is the most effective tool for helping customers understand.

Don’t tell your customers what to do.Show them how your product or service works.

5. CONTEXT, CULTURAL, AND SOCIAL ENVIRONMENT

Have you ever failed to get a joke because you lacked the context? The same goes for marketing. Let’s say you try to copy an ad that worked abroad—its success locally will depend on how well the cultural and social context aligns.

If your audience doesn’t share the reference frame, the message will miss the mark.

IN CONCLUSION

If you—or your designer—can follow simple communication principles tailored to your target audience, you gain a distinct competitive edge.

If you allow people to process information fluently and keep their attention long enough on a clear, contextual message, you’ll be able to invest in your communication tools more effectively—whether for products or services.