You know the phrase “seeing is believing”? Marketers have always used their creative brains to illustrate and inspire, but the success of a campaign has been a challenge to measure. Is the message being interpreted in the manner it was intended? Is the target audience buying in? Will the desired action occur after the campaign has been launched? As technology continues to evolve consumers expect to be reached more directly. Marketers want to test their campaign messaging before the investment dollars are dumped into it. Saddington Baynes took this challenge and made it work for them.
By leveraging visualization in Autodesk VRED and Autodesk Maya, images of their subject Honda HR-V were created in different environments at different angles and shared with a test audience. They then partnered with Thom Noble, an applied neuroscience specialist from NeuroStrata, to develop Engagement Insights™. This tool is used to conduct online implicit testing, a tool new technology developed by neuroscientists to measure the sub-conscious and conscious results impact of the visual in their audience’s brain. the mind of the viewer.
“VRED helps to get the images out quickly,” Chris Christodoulou, CEO of Saddington Baynes, said. “It’s a versatile real-time CGI rendering tool that allows us to explore composition and alternate scenes extremely quickly. Maya provides more sophistication and control for finely tuned photo-realistic imagery.” …and now we also have the neuro-technology to measure exactly how viewers are responding to this emotive imagery.”
During an assessment of Honda HR-V images, subtle adjustments to the camera angle would trigger a different response from the viewer. One angle measured more “refined,” while another, more “stylish”. Getting the right visual, the right message and the right feeling across to potential consumers is both art and science. Visualization invokes an emotional response out of potential consumers, allowing them to more freely imagine what life would be like behind that steering wheel, of that car, on that road. The trick is knowing the the imagery in order to trigger the emotional drivers behind decision-making for the target audience. is to use our new neuro ‘test and learn’ technology to shape the final design by building in those cues that trigger the response most likely to drive purchase behaviour.
We feel this is just the tip of the iceberg. Marketing techniques that incorporate detailed visualization develop an instantaneous impression to viewers. As technology evolution continues to take us down a path of rapid acknowledgement, images are worth more than 1,000 words. The design challenge goes beyond the curves and comfort, to attract consumers at a deeper level, by incorporating various environments and life-styles into their visual displays.
Article courtesy of Saddington Baynes