Teplitz creating slide_show

Creating High Energy Creating High Energy Websites & PR MaterialsWebsites & PR Materials

Applying the Science ofApplying the Science ofBehavioral Kinesiology to Behavioral Kinesiology to

The Art of CreatingThe Art of Creating

BKBehavioralKinesiology

Paradigm ShiftParadigm Shift

Meridian LinesMeridian Lines

StomachStomach

Florence Kendall QualificationsFlorence Kendall QualificationsConsultant To The Surgeon GeneralConsultant To The Surgeon General

Maryland State Board of Physical Therapy Maryland State Board of Physical Therapy ExaminersExaminers

Faculty Faculty –– University of Maryland, School of University of Maryland, School of MedicineMedicine

Instructor in Body Mechanics Instructor in Body Mechanics –– John Hopkins John Hopkins HospitalHospital

Muscle Checking HistoryMuscle Checking History

1960 1960 -- Dr George Dr George GoodhartGoodhart -- Applied KinesiologyApplied Kinesiology

1980 1980 -- Dr John Diamond Dr John Diamond -- Behavioral KinesiologyBehavioral Kinesiology

1981 1981 -- Dr Paul Dennison Dr Paul Dennison -- Educational KinesiologyEducational Kinesiology

Brain Gym InternationalBrain Gym International((Formerly Formerly EducationalEducational Kinesiology Kinesiology

Foundation)Foundation)

From Learning DisabilitiesFrom Learning DisabilitiesTo Olympic Performance To Olympic Performance

Call Call -- 800 356800 356--21092109www.BrainGym.orgwww.BrainGym.org

Volunteers said truthful statementVolunteers said truthful statement––Their nameTheir name

Volunteers said a false statementVolunteers said a false statement––Not their nameNot their name

Perceptual and Motor Skills Perceptual and Motor Skills -- 19991999

Sophisticated EquipmentSophisticated Equipment

Measurements Measurements ––Pressure person checking appliedPressure person checking applied

––Resistance of person beingResistance of person being checkedchecked

VariablesVariables––How long able to keep arm upHow long able to keep arm up

––Amount of force to push arm downAmount of force to push arm down

Perceptual and Motor Skills Perceptual and Motor Skills -- 19991999

ResultsResultsFalse Statements False Statements

Pushed Arm Down Pushed Arm Down 58.9% faster58.9% faster

Amount of ForceAmount of ForceUsed 17.2% less pressureUsed 17.2% less pressure

Perceptual and Motor Skills Perceptual and Motor Skills -- 19991999

SwitchedSwitched--On SellingOn Selling

COMPARISON: PRE, POST and ONE MONTH AFTER COURSEI Am Comfortable Asking For The Order

And Closing The Sale

12

40

31

16

0

35

55

8

0

6

43

50

0

10

20

30

40

50

60

70

80

1 StronglyDisagree

2 Disagree

3 Agree

4 StronglyAgree

Tota

l Num

ber

of R

espo

nden

ts (%

)

Pre SeminarResponses

Post SeminarResponses

1 Month afterSeminarResponses

*Pre and Post SOS respondents limited to those who returned 1 Month Later survey

SwitchedSwitched--On On ManagementManagement

COMPARISON: PRE AND POST SEMINAR RESPONSESI DISCIPLINE AND FIRE PERSONNEL WHEN

APPROPRIATE

82

18

82

18

0 0000

10

20

30

40

50

60

70

80

90

1 StronglyDisagree

2 Disagree

3 Agree

4 StronglyAgree

Tota

l Num

ber o

f Res

pond

ents

(%)

Pre Seminar Responses Post Seminar Responses

SwitchedSwitched--On On ManagementManagement

SwitchedSwitched--On GolfOn Golf

People saw images of subliminal People saw images of subliminal smiling or frowning facesmiling or frowning face

Smiling face Smiling face –– poured more beer from poured more beer from pitcher and willing to pay twice as muchpitcher and willing to pay twice as much

Smiles Vs FrownsSmiles Vs Frowns

““Using your system, I discovered that Using your system, I discovered that our logo was the number one offender. I our logo was the number one offender. I removed one strip and couldn’t budge the removed one strip and couldn’t budge the testers arm!testers arm!

Since the change our readership and Since the change our readership and recognition has been tremendous. Both recognition has been tremendous. Both advertisers and readers tell me how they advertisers and readers tell me how they can’t wait for the publication to arrive.”can’t wait for the publication to arrive.”

Brain wired to be attracted by good thingsBrain wired to be attracted by good things

“When we see things that are pleasurable, “When we see things that are pleasurable, when we are enjoying ourselves, it makes when we are enjoying ourselves, it makes

us more wiling to explore, more us more wiling to explore, more imaginative. It’s part of our wiring.”imaginative. It’s part of our wiring.”

Don Norman authorDon Norman authorEmotional DesignEmotional Design

Beautiful objects put us in good moodBeautiful objects put us in good moodBrain enters creative, exploratory stateBrain enters creative, exploratory state

Seek out new connections and Seek out new connections and experiencesexperiences

Not BeautifulNot BeautifulBrain focuses on details and survivalBrain focuses on details and survival

Contemplating Beauty Contemplating Beauty vsvs NotNot

University of Bari, ItalyUniversity of Bari, Italy12 healthy subjects12 healthy subjects

Rated paintings Rated paintings –– beautiful, neutral or uglybeautiful, neutral or uglyUsed Laser to irritate skinUsed Laser to irritate skin

Looking at beautiful painting Looking at beautiful painting –– 1/3 less pain1/3 less painLooking at ugly painting Looking at ugly painting –– pain more intensepain more intense

Pain Relief StudyPain Relief Study

Buy Buy ..lologylology by Martin Lindstromby Martin LindstromSee something attractive, cool, snazzySee something attractive, cool, snazzy

Mirror neurons are triggeredMirror neurons are triggeredDopamine Dopamine –– brain’s pleasure chemicalbrain’s pleasure chemical

BrodmannBrodmann area 10 is activatedarea 10 is activated2.5 seconds to make buying decision2.5 seconds to make buying decision

Overrules rationale mindOverrules rationale mind

Pleasure Triggers In The BrainPleasure Triggers In The Brain

15 Nuns asked to relive most profound 15 Nuns asked to relive most profound religious experiencereligious experience

Nuns brain activity increases in caudate Nuns brain activity increases in caudate nucleus & nucleus & insulainsula -- feelings of joy, serenity, feelings of joy, serenity,

love & connection to divinelove & connection to divine

Relive profound emotional experienceRelive profound emotional experienceBrain activity located different part of brainBrain activity located different part of brain

Religious Brain Triggers & AdsReligious Brain Triggers & Ads

People viewed images associated People viewed images associated with strong brand with strong brand --

iPodiPod, Harley, Harley--Davidson, Ferrari Davidson, Ferrari

Same brain pattern as Nun’s viewingSame brain pattern as Nun’s viewingreligious experiencereligious experience

Religious Brain Triggers & AdsReligious Brain Triggers & Ads

Eyes fixate upper left, hover then left Eyes fixate upper left, hover then left to rightto right

Dominant headlines draw eyes firstDominant headlines draw eyes first

Smaller type = focused viewingSmaller type = focused viewing

Larger type = more scanningLarger type = more scanning

Eye Track III ResultsEye Track III Results

Headlines followed by blurbs on same line Headlines followed by blurbs on same line = higher viewing= higher viewing

Headline with blurb next line = skip blurb Headline with blurb next line = skip blurb

Underlined headlines with blurb next line Underlined headlines with blurb next line = skip reading blurb= skip reading blurb

Rule = skip reading beyond or below breakRule = skip reading beyond or below break

Eye Track III ResultsEye Track III Results

Headlines = one secondHeadlines = one second

Long headlines = first couple words crucialLong headlines = first couple words crucial

Lower part of page Lower part of page –– need attention grabberneed attention grabber

Eye Track III ResultsEye Track III Results

NAVIGATIONNAVIGATION

Top of page performed bestTop of page performed best

Right side better than left (more eye Right side better than left (more eye fixations and longer viewing)fixations and longer viewing)

Eye Track III ResultsEye Track III Results

PARAGRAPHSPARAGRAPHS

Shorter better than longerShorter better than longer

One column format bestOne column format best

Eye Track III ResultsEye Track III Results

PHOTOSPHOTOS

Text attracts attention before photosText attracts attention before photos

Larger image better Larger image better -- 210 X 230 pixels210 X 230 pixels

Viewers attempt to click on photosViewers attempt to click on photos

Clean, clear face betterClean, clear face better

Eye Track III ResultsEye Track III Results

ADVERTISINGADVERTISING

Top and left homepage best locationTop and left homepage best location

Place close to good copy helpedPlace close to good copy helped

Text ads more intently viewed Text ads more intently viewed (7 seconds (7 seconds vsvs 1.6 for display1.6 for display--type ad)type ad)

Bigger ads better Bigger ads better –– ½ page best½ page best

Eye Track III ResultsEye Track III Results

Weak at detecting fineWeak at detecting fine--grained grained movement movement

Staring intently at copy on a websiteStaring intently at copy on a website

Peripheral vision wants to draw your Peripheral vision wants to draw your pupils toward the moving shape on the pupils toward the moving shape on the

other side of the screenother side of the screen

Peripheral VisionPeripheral Vision

Products You Use EverydayProducts You Use Everyday

Health ImprovementHealth Improvement

The Psychology of ColorThe Psychology of Colorby Kevin Lernerby Kevin Lerner

RedRedVery influential color Very influential color –– handle with carehandle with care

Carries negative cultural attachmentsCarries negative cultural attachmentsGreat for conveying passionGreat for conveying passion

Do not use in financial information, tables or charts Do not use in financial information, tables or charts

The Psychology of ColorThe Psychology of Color

GreenGreenStimulates interactionStimulates interaction

Great for warmth and emotionsGreat for warmth and emotionsGenerates discussionGenerates discussion

The Psychology of ColorThe Psychology of Color

BlueBlueMost common background colorMost common background color

Calming and conservativeCalming and conservativePopular in businessPopular in business

Slows our breathing and pulse rateSlows our breathing and pulse rate

The Psychology of ColorThe Psychology of Color

BlackBackground color with useful psychological overtonesBackground color with useful psychological overtonesIt is neutral and is good for presenting financial infoIt is neutral and is good for presenting financial info

It connotes finality and gives the impression of It connotes finality and gives the impression of starting freshstarting fresh

The Psychology of ColorThe Psychology of Color

Color Combinations To avoidColor Combinations To avoidRed/GreenRed/Green

Brown/GreenBrown/GreenBlue/BlackBlue/BlackBlue/PurpleBlue/Purple

The Psychology of ColorThe Psychology of Color

Dark Colors Perceived HeavierDark Colors Perceived HeavierOn charts, arrange colors from dark to lightOn charts, arrange colors from dark to light

““I waited four full months to get back to I waited four full months to get back to you. I redesigned my ad with your you. I redesigned my ad with your principles and then tested the new ad.principles and then tested the new ad.

Here are the results:Here are the results:Inquiries slightly more than doubled.Inquiries slightly more than doubled.Sales Sales ---- the best yardstickthe best yardstick---- fully doubled.”fully doubled.”

Thymus GlandThymus Gland

Second button down,Second button down,An inch or twoAn inch or two

below the hollowbelow the hollow

Harvard researchers Harvard researchers ––47 people 60 to 85 years old47 people 60 to 85 years old

Flashed words subliminally on screenFlashed words subliminally on screenOne group One group –– positive wordspositive words

Other group Other group –– negative wordsnegative words

Walking abilities improved 10% fromWalking abilities improved 10% frompositive wordspositive words

Impact Of WordsImpact Of Words

Typed Without Halpern Typed Without Halpern MusicMusic

Typed With Halpern Typed With Halpern MusicMusic

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Watch Your ThoughtsWatch Your Thoughts–– They become your WordsThey become your WordsWatch Your WordsWatch Your Words–– They become your CopyThey become your CopyWatch Your CopyWatch Your Copy–– It leads to your GraphicsIt leads to your GraphicsWatch Your GraphicsWatch Your Graphics–– It becomes your Ad & SiteIt becomes your Ad & SiteWatch Your Ad & Your WebsiteWatch Your Ad & Your Website–– It represents you!It represents you!

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