human cognition, meet video in the social age
TRANSCRIPT
Human Cognition, MeetVideo in the Social AgeSophie Lebrecht, Neon,@lebrechts
11:30am - 12:30pm | #ONA15attn
Then…
Now…
1 Trillion Images Analyzed 3 Billion Images Served 16-40% Average “Lift”
Why do images matter?
Images create an emotional connection with the viewer
#KiyiyaVuranInsanlik “Humanity Washed Ashore”
Laith Majid & family arriving on the shore of Kos, Greece
Laith Majid & family relocated in Berlin, Germany
1.8B images shared on the Internet every day
1.8B Images are shared on the internet every day
“Now images not only drive content and engagement, but increasingly they are the
content.”
Carina Kolodny, Huffington Post
Agenda
PART ONE: The science of image perception
PART TWO: Tips for picking images
PART THREE: The future of image selection
The Science of Image Perception
Vision is a critical source of information
Conscious vs. Unconscious Visual Cognition
Conscious vs. Unconscious Visual Cognition
What drives unconscious image perception?
Circumplex Model of Affect, Russell 1980
negative valence positive valencemicro-valence
Valence Continuum
negative valence positive valencemicro-valence
Valence Continuum
Valence Continuum
negative valence positive valence
Lebrecht, Bar, Sheinberg & Tarr, 2011
-0.12
-0.07
-0.02
0.03
0.08
0.13
0.18
0.23
% S
ign
al C
ha
ng
e
SP
MP
MN
SN
Neural evidence for a valence continuum
Valence Continuum
+24% “lift”
-60% “lift”
negative valence positive valence
Should I pick an image that is relevant to the story? Or simply an image with
high valence?
People perceive valence consistently, even when there is no meaning in the image.
(a)
(b)
People perceive valence consistently, even when there is no meaning in the image.
Tips for selecting images viewers will click!
Brightness
Saturated color
Faces
Curiosity leads to click-through
Instability
Off-screen attention
How do I entice viewers without using “click-bait”?
The human visual system is sensitive to detailed information, so you can pick
images with subtle differences that lead to big changes in click-through.
1. Brightness 2. Saturated color 3. Joint attention 4. Famous faces 5. Instability 6. Off-screen attention
Reasons to select an image
1. Text on the image 2. Blurred 3. Too much of one color 4. Eyes closed 5. Too polished / non-natural
Images to avoid
How do I know my image is working?
A/B Testing
+56%
+72%
+84%
The future of digital image selection
Multi-platform
Live Streams
Personalization of content & images
Drones capturing news
