AmCham’s Marketing and Communications Group held a new meeting with Nenad Baćanović
Communications based professionals had the opportunity to get acquainted with the scientific data and marketing practices behind many successful campaigns.
Representing the media platform in Serbia, Nenad pointed to visual noise, with which communicators interfere and offered some techniques derived from psychology research in order to better place visual messages.
Responding to questions about the ways the human eye observes, what we notice first, whether we think and act visually, what is the diapason of our attention and concentration. Nenad pointed to some ‘psychological’ laws which today’s creative people need to have in mind while making visual identities and messages: Law of Pragnanz, space-visual resonance, optical illusions, visual contexts, mental models, conflict of object and content, visual puzzle, etc.
Nenad thinks that it is primary to identify adequately stimuli which will ‘pass’ through a sensor into work memory and finally be retained in long-term memory. Further, it is necessary to identify the target group to which the product is oriented and to determine their characteristics and demands.
Through examples of successful and unsuccessful world brand campaigns, Nenad showed that it is equally simple to draw human attention in order to send effective visual message and to make mistakes.
In the group discussion, some other techniques were also mentioned, such as face-ism and look-ism, as the techniques of visually representing a message when the human face or body is in the forefront, as well as how to achieve the effect of ‘pushing’, when to use the Restoff effect, etc.