Graeme Newell

Graphic Blog

Implicit Design

Top-of-their-game corporate designers understand that they must answer this one question:
“How do I want people to feel about THEMSELVES when they experience my design.”

Halo Effect

The HALO EFFECT is our brain’s little shortcut for efficiently remembering the zillions of people who parade through our lives. Unfortunately, all our brains are inherently lazy.
So when our overtaxed cranium evaluates new people, it isn’t really looking for a nuanced profile of that person. Our brain prefers a mere top-line analysis so that it can get back to binge watching cat videos.

Reflexive Reaction

Most of us believe our conscious brain carefully guides our path. We reassure ourselves that subconscious desires are subservient to our all powerful reason. But brain research shows it’s the exact OPPOSITE. At least 85% of our choices are completely subconscious and therefore hidden from us.

Anthropocentrism – Duck & Fish

We just can’t help it. When we see a video like this our brain instantly tends to concoct a very human story: the duck and the fish are friends, and look out for each other. We effortlessly project elaborate human motivations onto an animal that has no neocortex, and a brain that’s the size of a walnut.

Loss Aversion

Want to seriously up your close rate? Then stop being so darned positive. We love talking to prospects about the BENEFITS of our products, simply because it’s a more pleasant conversation. It’s just more fun to endlessly blather on about the rosy future our product empowers.

The Boomerang Effect

Don’t eat bad food. It’s dangerous to eat laundry pods or inhale cinnamon. When others tell us we shouldn’t do something, we often respond with twisted, self-destructive behaviors. Our primary goal becomes rescuing our dignity and proving the other person wrong.

Illusion of Control

The illusion of control is our brain’s tendency to believe that we have more control over things than we actually do. Getting more accustom to a situation can anesthetize us to the risk of failure.

Cobra Effect

The city of Chicago had a big problem. Street trash was everywhere. So the city came up with a brilliant plan: start paying everyday people to collect street trash. But crafty citizens started gathering trash from one neighborhood, then quietly depositing it in another. They had inadvertently incentivized people to drive around the city, moving trash from one place to another.

The Chameleon Effect

Brain science isn’t quite sure why, but our subconscious brain is continually trying to match the rhythm of those around us. Bottlenose dolphins arc through the water in unison.

Virtuous Vice

Luckily, morality is always graded on a sliding scale. Marketers understand this and that’s why so many of them tempt us with the VIRTUOUS VICE, a single feature that’s a cognitive get-out-of-jail-free card.