optimizing news design through a brain science approach

Optimizing News Design Through a Brain Science Approach

Making News Design“Brain Friendly!”

University of Missouri Missouri School of Journalism

Let’s think a minute!

• What is the purpose of journalism?

• What is “brain friendly” news design?


Or

Designing Online News for THE BRAINReynolds Journalism Institute Faculty Fellowship


Holistic Communications Decisions

Look who’s looking at the brain!

• Neuromarketing…the CREATIVE science of design


Weird Science? Good Science?

This is the brain “on” media!


Three “Brain Rules”

• Understanding the brain “on” news

– Motivated information processor

– Limited capacity processor

– Categorical / Contextual information processor


The brain on “news” vs. “entertainment”


1 7 13 19 25 31 37 43 49 55

-4-3-2-1012

Attention: HR

NewsEntertainment

1 8 15 22 29 36 43 50 57

-1.5-1

-0.50

0.51

Arousal: SCL

NewsEntertainment

1 8 15 22 29 36 43 50 57-0.01

-0.0050

0.0050.01

0.0150.02

0.025

Negative Emotion: EMG

NewsEntertainment 1 7 13 19 25 31 37 43 49 55

-8

-6

-4

-2

0

2

Positive Emotion: EMG

NewsEntertainment

A “brain science” look at design



http://www.bbc.com/news/

http://www.bbc.com/news/


To learn more about these slides, or for more information,

contact 2011-2012 Reynolds Fellow Paul Bolls.

[email protected]

http://www.rjionline.org/people/paul-bolls

mailto:[email protected]

optimizing news design through a brain science approach

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