Sharing learnings with you

Below, you will find our most recent posts on the topics of efficient and effective communication, artificial intelligence and much more.

How to deliver main message without getting lost in the ballast

Good day everyone, In the next episodes of Learning, we’ll focus on the art of communicating the essentials in marketing communications. Traditionally, we focus on the areas we most often recommend improving when evaluating marketing materials. This time, we’ll look at the core message. We often find multiple messages on marketing materials – in visual or text form. The number of these messages is often influenced by the fact that there are several departments working on it, often in good faith, with different objectives. And having clear objectives is good, but how many can our customers pick up on? Shoppers usually take in a minimum of information Our brains prefer to operate on autopilot and therefore love simplicity (more

There is more than beauty in simplicity!

Hello and have a nice new year everyone 🍀✌️ Last week I was reading through the results of research that looked at the key elements of packaging design in the retail environment in terms of primary shelf display. One of the key factors influencing grabbing the initial attention of customers was the simplicity of the design itself. And the existence of contrast and shapes was defined as an absolutely essential feature of the packaging. We focused on the importance of contrast in relation to attention in the last episode, in today’s episode we will focus on simplicity, which can bring not only beauty to our marketing materials, but more importantly, initial customer attention leading to interest and ideally purchase of

How to work with contrast to attract attention

Have a good day, everybody, In today’s episode, we’re going to look at one of the areas of design that largely determines whether our marketing communications get people’s attention. It’s also the area where we most often find opportunities to improve designs in the reviews. Let’s start with a little theory from the field of neuromarketing. Contrast is already important at the level of subconscious decision making Where we shift our attention in the next second is decided by our brain at a subconscious level. The subconscious mind responds to the stimuli provided by our senses – sight by sight, sound by sound, smell by smell, etc… If we focus on an image, the vast majority of it (99%)

Video special – how we use Ai in attention analysis

Have a good day, everybody, you may have noticed a slight delay in the next episode of Learning with The reason was very pragmatic, most of our creative time was taken up by preparing a case study on the use of Artificial Intelligence (Ai) for the POPAI Forum conference. This resulted in a short 4-minute video report that will give you a closer look at how Ai analyzes attention and how it helps us answer questions about our customers’ attention using heat-maps. You will also hear practical experiences with the results of the analysis from Miša Bernatová from Nestlé Czech Republic and Mirek Matušince from Tatra Hlinsko. I hope you have learned something new today and finally a tip

Working with customers’ attention

Have a good day, everybody, in today’s episode, we’re going to focus on how we’re using brand symbols to grab shoppers’ attention in communications. The following insights are based on analyses we at have conducted over the past few months on dozens of marketing materials such as POSMs, billboards and online banners. Attention in terms of working with the brand Neuromarketing teaches us about the importance of working with the subconscious mind, which influences 95% of our brain activity, including decision making. One of the key things in communications is to deliver consistent key brand elements to consumers at a subconscious level, making it easier for them to navigate and make decisions in stores, eshops or other key touch