We look at how to connect with people in a world overloaded with information from brands competing for our attention.
A savvy new generation are sifting past branded communications without a second thought. This doesn’t mean that people aren’t willing to engage with branded content – far from it. It simply means that people are choosing to engage only with high quality, thought provoking communications. To become effective communicators for brands, we must form a deeper understanding of people and in particular, implicit thinking.
“Consideration is applied to how our brain functions, how we rationalise the different stimuli that we encounter, and how this can impact behaviour.”
A new generation of creativity is needed; one that offers a higher level of thought that specifically addresses the requirements of consumers in a world that is hitting digital maturity. This is where new thinking and ‘Next-Gen Creativity’ comes into play.
What is Next-Gen Creativity?
Our next-gen creativity is a process that looks to understand how people engage with branded communications from neuro-scientific and psychological perspectives. This means that consideration is applied to how our brain functions, how we rationalise the different stimuli that we encounter, and how this can impact behaviour. This is combined with logical reasoning and problem sensitivity so that we are able to create captivating communication for brands.
Why do we need this?
In today’s world, consumers face an overload of information and choice. In terms of branded communication, this often arrives lacking depth, creativity and meaning. The result of this can often mean that it has much less value attached to it. When perception of value decreases, consumers naturally become less interested and are quick to sift through and filter out anything that doesn’t resonate with them.
“We focus on the emotional rationalisation of consumer experiences. This is so that we can understand the type of visual design required to inspire engagement and retain connectivity.”
Due to this overload of information that fails to engage, dwell time and respect is reduced as consumers seek value from their interactions.
What you can do
The world is now experiencing digital maturity for the first time. If you have a great product or service the best way forward is up your communications game. Our next-gen creative approach is an effective solution.
“It won’t be long before all savvy businesses will be wanting this type of considered thinking applied to their branded communications.”
Judging by a report in World Economic Forum, it won’t be long before all savvy businesses will be wanting this type of considered thinking applied to their branded communications.
How does it work?
In our area of work, it means that we focus on the emotional rationalisation of consumer experiences. This is so that we can understand the type of visual design required to inspire engagement and retain connectivity.
From a neuroscience perspective, our creative approach takes into consideration how the brain functions, such as how we interact and process imagery, how we function in pilot and auto-pilot and how best to engage with the brain whilst in these states.
From a psychological perspective, we look at the impact that your brand communications have in terms of suitability and value. Attention is given to how we rationalise the experiences we have to the different stimuli presented to us, and how we process it.
These discoveries are then applied to our creative, design and development processes to suit all requirements; from individual needs to tribal mentality.
Imagining what we could do for you?
Be it a logo, website, business literature or any other branding requirement, you can trust Sensation Creative to provide the perfect mix of creativity, expertise and value.
Dig a little deeper and discover exactly why we are the company to work with