Optimizing News Design Through a Brain Science Approach

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How do you get readers or viewers to understand and retain/remember content? 2011-2012 Reynolds Fellow Paul Bolls explores how the brain processes news and advertising. Solution: Brain friendly design of news, information and advertising.

Education

Optimizing News Design Through
a Brain Science Approach

Making News Design
“Brain Friendly!”

University of Missouri Missouri School of Journalism

Let’s think a minute!
• What is the purpose of journalism?

• What is “brain friendly” news design?

Or

University of Missouri Missouri School of Journalism

Designing Online News for THE BRAIN
Reynolds Journalism Institute Faculty Fellowship

Holistic Communications Decisions

University of Missouri Missouri School of Journalism

Look who’s looking at the brain!
• Neuromarketing…the CREATIVE science of design

Weird Science? Good Science?

University of Missouri Missouri School of Journalism

This is the brain “on” media!

University of Missouri Missouri School of Journalism

Three “Brain Rules”
• Understanding the brain “on” news

– Motivated information processor

– Limited capacity processor

– Categorical / Contextual information processor

University of Missouri Missouri School of Journalism

The brain on “news” vs. “entertainment”
Attention: HR
2
Arousal: SCL
1
0
News 0
1 6 11162126313641465156 News
Entertainment 1 6 11162126313641465156
-2 -1 Entertainment

-4 -2

Negative Emotion: EMG Positive Emotion: EMG
0.03 2

0.02 0
News -2 1 6 11162126313641465156 News
0.01
Entertainment -4 Entertainment
0
-6
1 7 13 19 25 31 37 43 49 55
-0.01 -8

University of Missouri Missouri School of Journalism

A “brain science” look at design

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

http://www.bbc.com/news/

University of Missouri Missouri School of Journalism

To learn more about these slides, or for more
information, contact 2011-2012 Reynolds Fellow
Paul Bolls.
bollsp@missouri.edu

University of Missouri Missouri School of Journalism

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Optimizing News Design Through a Brain Science Approach

1. Optimizing News Design Through a Brain Science Approach Making News Design “Brain Friendly!” University of Missouri Missouri School of Journalism

2. Let’s think a minute! • What is the purpose of journalism? • What is “brain friendly” news design? Or University of Missouri Missouri School of Journalism

3. Designing Online News for THE BRAIN Reynolds Journalism Institute Faculty Fellowship Holistic Communications Decisions University of Missouri Missouri School of Journalism

4. Look who’s looking at the brain! • Neuromarketing…the CREATIVE science of design Weird Science? Good Science? University of Missouri Missouri School of Journalism

5. This is the brain “on” media! University of Missouri Missouri School of Journalism

6. Three “Brain Rules” • Understanding the brain “on” news – Motivated information processor – Limited capacity processor – Categorical / Contextual information processor University of Missouri Missouri School of Journalism

7. The brain on “news” vs. “entertainment” Attention: HR 2 Arousal: SCL 1 0 News 0 1 6 11162126313641465156 News Entertainment 1 6 11162126313641465156 -2 -1 Entertainment -4 -2 Negative Emotion: EMG Positive Emotion: EMG 0.03 2 0.02 0 News -2 1 6 11162126313641465156 News 0.01 Entertainment -4 Entertainment 0 -6 1 7 13 19 25 31 37 43 49 55 -0.01 -8 University of Missouri Missouri School of Journalism

8. A “brain science” look at design University of Missouri Missouri School of Journalism

9. University of Missouri Missouri School of Journalism

10. http://www.bbc.com/news/ University of Missouri Missouri School of Journalism

11.

12. To learn more about these slides, or for more information, contact 2011-2012 Reynolds Fellow Paul Bolls. bollsp@missouri.edu University of Missouri Missouri School of Journalism

Optimizing News Design Through a Brain Science Approach

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