67 Best Practices for On-Screen Communication
Press release (Apr.17, 2008): "NeuroFocus has distilled and compiled its findings into 67 key points, or "best practices", designed to serve as a roadmap for ensuring that visual communications on a screen match what the brain desires to see the most, and what it responds to the best."
Most Ads Are Not Neurologically Optimal
CEO of NeuroFocus in a follow-up interview with Media Post: "We've found that about 75% of all content--not just advertisements--is not neurologically optimal."
"For example, consumers interpret info on different parts of a screen with different sections of their brain. [...] So an advertiser or TV show producer has reduced the engagement potential and effectiveness of their content from the onset if the bulk of the textual and numerical info is placed on the left side--with the imagery or brand logos on the right.
"Take that simple principle and go see how many brands have gotten it wrong," Pradeep said. "How many billboards have gotten it wrong? When you see a TV ad, look at how it ends and see how many have the logo placement wrong. Then look at something like Target's in-store displays and see how many of them have gotten it right."
Nielsen Invests in NeuroFocus