In this post I want to highlight some important design concepts from Darren Bridger’s book Neuromarketing. The book is originally written for the marketing audience, but I have found great science proven information that can be useful in learning experience design. I highly recommend reading the book to attain further knowledge but for me, these were the main take aways.
Cognitive Overload
We often hear professionals, in the Training Industry, talk about the importance of creating a learning experience that incorporates blended learning strategies. However, when we take a deeper look, too many stimulous at once can be overwhelming for our learners. In the book, the author describes using blended learning strategically and intentionally. As Instructional Designers we can easily forget that colors, images, fonts and other visual elements are also playing a role into the learners cognitive capacity, and these must be used to enhance the learning experience and not distract it. As humans our brain gathers information from visual elements first, that is why these MUST be aligned with the content.
“We evolved to observe images, not text”
Selective Process
The human brain is “lazy” and even though we like to think that we are rational beings, capable of consciously controling our actions, we are not. We are more motivated and influenced to do something based on feelings and memory. Bridger explains that there are two ways the brain makes decisions.
System 1 requires minimum effort and it uses visual elements to prioritize and focus. This system depends heavily on pattern recognition and previous experiences to make quick and impulsive decisions.
System 2 is quite the opposite, slow and energy consulming, that is why our brain tents to avoid it.
By understanding these processes, the writer concludes the following:
Simple images are prefered over complex images.
The brain selects and judges right away, even before comprehending what is happening.
The brain chooses what to focus on as soon as it understands a situation.
Small details can have great impact on captivating people emotionally.
Visual Persuasion
Pre activation refers to the use of subliminal messages or hidden content that acts on the subconcious of the individual to influence him. Bridger uses Robert Cialdini to further ilustrate that influence begins even before the first word is said.
I have brought this idea to senior management before, I believe that corporate training should always be aligned with a companies vision, mission and values. A great way to introduce these is by using logos, colors and other elements that drive the culture in a subconcious level.
Powerpoint vs White board
The book calls attention to the powerpoint design as a linear and fragmented way to present. The audience is obligated to only pay attention to what is in that slide. However, in a White Board the audience would understand how the information given actually works and when it works. The choice should be made by considering the type of content presented and the audience.
I remember facilitating a manufacturing overview training created on powerpoint and I would always mention to the class that all areas are working simultaneously, but the slide only allowed to review one department at a time.
Emphasis on What Matters
In order to help the audience remember and recall important information, the author suggests:
Making the font bigger or bold.
Seperating from other information.
Give the information contrast using shapes.
Changing the color of the information.
Conclusion
As an Instructional Designer my job is to prepare and present information in a way that is effective and efficient. Neuroscience and human behavior help steer the presentation into a meaningful experience. It’s imperative for me to have this knowledge in order to provide the best solution during a training needs analysis.