Science magazine giant New Scientist posted an article today announcing that their current cover had been chosen with the help of Neuromarketing. The article is 3 pages long and covers information about the field of neuromarketing — in particular the “whys”. It’s a great article about neuromarketing, particularly for people new to the concept.
New Scientist teamed up with NeuroFocus Europe to test 3 different possible cover designs. 19 male subjects (we won’t discuss the glaring absence of any female test subjects because that’s just irksome) were hooked up to EEGs and shown the three designs. The below design came out as the winner when tested across various criteria. Did it light up areas in the brain associated with memory recall, emotional engagement, and attention?
**UPDATE: I found the line up of the three cover designs that were tested. New Scientist is running a survey to see how readers would respond to the various designs, and you can see them there or below:
WHAT MADE THE WINNER THE WINNER?
Here’s an image of the testing process and results (click for larger image):
But that doesn’t really tell us WHY, does it? Here are a few of my theories.
Promotes Easy Eye Movement and Focus – Look at each design. You can literally feel how much easier it is for the eye to move from element to element in the winning design (middle).
Image Dominance – In the winning design the image dominates without obstructing or confusing other elements on the page. Notice how the image on design 1 makes it more difficult to read the text? Or how the image on design 3 is smaller and less dominant?
Cognitive Fluency – Both of the above factors along with choice of title text maximizes cognitive fluency. The design makes it easy to locate and understand what is being presented.