Nov 30, 2018
Did you know that the sense of
sight has a huge impact on your business? About a quarter of our
brains are involved in visual processing. This behavioral economics
podcast is all about the sense of sight. I share the surprising
truth about what percentage of the body’s sense receptors are in
the eyes and why our subconscious is so visual and the impact that
has on our businesses.
This is the beginning of a
series on the five senses – beginning with sight and moving through
sound, touch, taste and smell (not necessarily in that order). I am
starting with sight because it is the most powerful of our senses
by far and the things I am going to share with you in this episode
are going to just blow your mind.
- [14:48] There is so much more
to know thank you
think about the sense of
sight and how it absolutely impacts your business.
- [15:23] I'm beginning with
sight, because it's the most impactful. About a quarter of our
brains are involved with visual processing.
- [16:05] About 70% of the body's
sense receptors are in our eyes. This is why our subconscious is so
- [17:11] Is vision in your eyes
or in your brain?
- [17:24] The sense of SIGHT
takes place in the eyes. It is all the little bits of information
coming into them. But Vision? Vision does not actually happen in
your eyes. VISION is in your BRAIN and is much more complex than
- [17:56] Vision is actually
built on expectations in the brain based on past
- [18:39] The sense of sight is
bringing in a lot of stimuli it can’t actually interact with –
light, color, contrast – in a big flood of information all the
time. The process of INTERPRETING that information is a task for
- [20:30] When we present our
product data for our business, people's brains will fill in the
gaps and tie things together.
- [21:47] Inside the retina are
photoreceptors – perhaps you have heard of the rods and cones in
your eye. They are shaped differently (hence their different names)
because they do different things: rods are sensitive to dark versus
light and cones are sensitive to color.
- [22:57] Color Illusions can
trick the brain into thinking that it sees a different
- [24:30] FOCUS Our eyes
interpret information with the highest resolution in the
- [26:19] Impressionistic
paintings were styled because of diseases in the eye. Monet's early
work was full of blues and purples that were absent in later work.
Brush strokes became thicker, because he had cataracts.
- [28:07] Degas developed retinal
disease at the age of 36, and he could not be in intense
- [28:38] When we see a Monet or
a Degas you still know what the images are. Our brains piece
together what they are looking at based on prior
- [29:33] Our brains are actually
conditioned to see and pick out faces. This can either be to see
predators, or understand allies.
- [30:14] Being able to focus
forward is what creates our depth perception. This is why optical
illusions and a drawing on a flat sheet of paper can look
three-dimensional to us.
- [31:47] Binocular disparity is
this state of two eyes pointing in the same direction from slightly
different spots (test it by looking at objects through different
eyes and watch how they appear to move).
- [33:03] With 3D images one side
is red and the other side is blue (cyan). With 3D glasses, one side
takes in each color making things appear
- [36:02] Our brains are
constantly scanning and interpreting information. We scan the world
around us three times every second.
- [37:02] This is why priming
impacts behavior and ads have impact on people even though they say
they don't watch them.
- [37:42] Our brains take things
in but don't alert the conscious brain unless there's a reason
- [38:17] Remember vision is in
our brains. We have evolved so we can focus on one thing while
constantly scanning our environment.
- [38:45] Saccades are why things
like flip books work – our brain weaves together a stream of
basically still images and connects the missing pieces.
- [40:24] When the actor on
camera is supposed to be watching something go from one side of the
shot to another, they need to actually watch someone (or something)
go from one side to the other so the camera doesn’t pick up their
eyes darting all over the place.
- [41:52] Our brains need to
deploy selective attention to only flag the conscious brain of what
- [46:58] What is reality? Do we
all live in the same reality? Or is my reality different from
- [48:20] Miscommunications come
up often because we are unwilling to believe that our way is not
the only way and that multiple people and perspectives can still be
- [49:18] Our brains can often
attach meaning to all sorts of things when they aren’t
- [51:26] Our brain mostly thinks
in images and emotions and processes them constantly and basically
- [52:00] When it comes to your
brand and business it is worth investing in great images. DO NOT
use clip art or stretch out images to fit a size so that your logo
or a person’s face is stretched out. The brain picks up on the
discrepancy immediately and assumes you are amateur.
- [53:39] You can say MORE with a
lot LESS if you have a strong and strategic image with a lot less
- [54:58] Basically, everything
has too much copy. We need to decide the ONE THING to focus on and
then put everything into that effort.
- [56:51] Our life is a string of
memories – including the way we interact with brands. Brands are
memories. And because the memory is heavily composed of visuals and
emotions – the visuals you choose to use will impact how people
think of you, your business, and your brand.
- [59:26] Be intentional about
what people see when you create a video or when they walk into your
store or place of business.
Thanks for listening. Don’t
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