Using design for more effective marketing communications
Our potential customers need to understand our marketing communications and remember them positively when they make a decision about how to spend their leisure time. Heather Maitland looks at how we can increase understanding and positive recall.
When customers are looking for particular information, e.g. finding out what events are available on a particular date, they are engaging in goal-directed search behaviour. Browsing through a season brochure uses a different part of the brain. This is exploratory search behaviour and involves subconsciously analysing the whole visual field to see where conscious attention could most profitably be focused.