HUMAN SCIENCE. PRACTICAL THINKING.
Fresh perspectives on what makes creative work. Explore the research, sharpen your reviews and put better questions to your next campaign.
Explore cognitive load in advertising, including working memory, information quantity, visual complexity, comprehension and practical pre-launch testing.
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How visual angle, contrast, type construction, spacing and viewing conditions determine whether advertising can be read and understood.
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How prominence, perceptual grouping, viewer goals and placement shape the order people find and interpret advertising.
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How selective attention, visual salience, viewer goals and clutter shape what people notice in advertising—and what marketers should assess before launch.
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Understand the benefits and limitations of advertising eye tracking, how distractions and environment affect results, and how to brief a useful study.
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Plan promotional messaging from exterior signs to drive-thru, menu boards, counter cards and table tents, with copy examples for every step.
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AI predictions, real consumer responses and campaign outcomes answer different questions. Learn when to use each, with research sources and a worked example.
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A practical guide to reviewing advertising before launch: 11 domains, research-informed checks, a worked example and a worksheet for your next creative review.
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