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?

University of Missouri Missouri School of Journalism

Or

Designing Online News for THE BRAINReynolds Journalism Institute Faculty Fellowship

University of Missouri Missouri School of Journalism

Holistic Communications Decisions

Look who’s looking at the brain!

• Neuromarketing…the CREATIVE science of design

University of Missouri Missouri School of Journalism

Weird Science? Good Science?

This is the brain “on” media!

University of Missouri Missouri School of Journalism

Three “Brain Rules”

• Understanding the brain “on” news

– Motivated information processor

– Limited capacity processor

– Categorical / Contextual information processor

University of Missouri Missouri School of Journalism

The brain on “news” vs. “entertainment”

University of Missouri Missouri School of Journalism

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

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

University of Missouri Missouri School of Journalism

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

University of Missouri Missouri School of Journalism

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

contact 2011-2012 Reynolds Fellow Paul Bolls.

bollsp@missouri.edu