Fun fact: Neuro-imagery shows that when evaluating brands, consumers primarily use emotions rather than factual information. This is as true for brand-created content as it is for traditional advertising spots and banners.
As content creators, emotion can be an incredibly powerful engagement tactic, but we have to use it artfully. Let’s explore the science of emotion and how we can use it in an empathetic way to create more meaningful content.
How to Create Persuasive Content: Lessons from Aristotle
Science of emotion
Emotional engagement is affected by a number of scientific principles that directly impact content creation. Here are four key areas:
Designs often fall into patterns of sameness around the latest trends. However, designs that evoke the greatest emotional response tend to involve something out of the norm. Elements of surprise can prevent your content from being filtered out by Broca’s area in the brain.
Designs that evoke the greatest emotional response involve something out of the norm says @SFBakerGeek.
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Additionally, introducing schema incongruity — information incongruent to an established schema — has the potential to increase interest, memorability, and persuasiveness in consumers.
As an extreme example, this marketing video for consumer product Squatty Potty went viral precisely because it was so weird and surprising.
Generally, you don’t associate unicorns, ice cream, and English guys in doublets with …read more
Source:: content marketing