Everything You Need To Know About Neurocreativity

04 February 2021

Let’s talk about neurocreativity. What does it mean? How can we understand it?

We know from many studies, including this one from the IPA, that the more emotionally engaging a campaign is, the more successful it will be. We also know that the imagery is just as important as the campaign message. It is difficult for consumers, clients and creatives to accurately pinpoint what pulls these emotional levers. As image creators, we strive to understand which emotional levers affect perception in order to create successful campaigns.

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If you’ve kept up with our Engagement Insights® SBBlog series so far, you’ll know all about neuroscience and perception, and the ways that the advertising industry are measuring these and adapting their imagery to improve their ad game.


Our mission is to create the world’s most emotionally engaging imagery and our focus is to bridge the gap between art and science. This is why we have pioneered a new way of creating imagery using neuro-led creative production, which measures creativity and optimises visual content. This is what we call neurocreativity and what drives our Engagement Insights® service.


Using the power of neuroscience and psychology, we create vast, rich data sets which can quickly produce insights in near-real time. The results support SB's creative team and our clients to ensure the campaign content we produce is as emotionally effective as possible. We are able to understand the impact of our campaign imagery during production rather than after execution.


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A ‘good’ campaign image may just ‘feel right’ or be instantly fascinating and engaging, yet we struggle to effectively articulate why. So often, creative discussions in the boardroom are driven purely by gut feel and sentiment, or even loose qualitative data such as focus group performance (often shrouded in unconscious bias). By harnessing neurocreativity we can reduce biases and the uncertainty surrounding creative decisions. Find out how people truly feel about your imagery.


For example: Below we have 3 images, pick the one that you perceive as the most 'hydrating'. Easy enough? Now choose which is the most 'progressive', this should be a little bit harder. 

Copy of Copy of PI Blog 2) Perception. Visuals (1)

We know that perceptions will vary, as we all have different associations in our minds. Even if you picked the same answer as someone else, your decision is unlikely to be based on the same logic. This lack of precise feedback is a problem that artists and clients face; but understanding how an individual feels about a campaign improves your relationship with your consumers.


Saddington Baynes strives to optimise creative concepts using data - Engagement Insights® uncovers how and why creative imagery performs the way it does. This gives us a creative cookbook, with all the visual ingredients required for beautiful and evocative imagery.


Got a project you’d like to discuss? Or just want to find out more: 

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