Our Goal: PERSUASION
"Persuasion" is one of the important struggles in our lives. It would not be wrong to say that we become happy or successful as long as we convince the people around us to make them something we want.
Aristotle, who lived about 2500 years ago, divided the foundations of effective communication and persuasion into three:
- Ethos (Character)
- Logos (Logic)
- Pathos (Emotion)
In persuasion processes, only "logic" is often not enough. To support this, it is necessary to use methods that appeal to emotions such as "storytelling".
There have been societies that have never used the wheel. But there is no society that has not told stories. Even in ancient times, the caveman, who made a design by rubbing the stone in his hand with a piece of flint, was telling the story of how he hunted that day when he returned to his cave in the evening.
Accessing information is now much easier than it used to be. This devalues information. At this point, the ability to present information by adding emotional impact gains importance.
How Do We Decide?
In decision-making processes, 2 regions in our brain come into play. These are:
- Limbic System
- Prefrontal Cortex
The limbic system is also referred to as the primitive brain, which is also found in reptiles. We make most of the decisions in our daily life with the limbic system, without thinking for a long time. If we want to buy a new car, we want it. It is not us, but our animal primal instincts that decide!
The prefrontal cortex, on the other hand, comes into play in our analytical decision processes. Here, decisions are made within the framework of logic, away from emotions.
In summary, we can say that we make our decisions with the limbic system (with our emotions), and then we rationalize them with the prefrontal cortex (with our logic). For example, let's say we want to buy a new SUV vehicle. And let's assume that we live in the city, we actually do not need such a vehicle. However, we create various reasons to rationalize this decision taken with the limbic system.
And advertisers who know this very well usually convince us by making works that appeal to our emotions, like the one on the left, instead of highlighting the technical features of the products.
Theory is good, but what about practice?
For more than 10 years, I have been making practical applications on the theoretical issues I mentioned above. Here are some works that I made.
Presentations
We often need presentations to explain our demands and persuade the other people. When words are not enough, an effective visual and striking short sentences that we use in our presentation ensure that the subject is remembered and understood easily.
Printed Documents
We often need presentations to explain our demands and persuade the other people. When words are not enough, an effective visual and striking short sentences that we use in our presentation ensure that the subject is remembered and understood easily.
2D Animations
In today's world, where we are bombarded with information almost 24/7, one of the most effective ways to convey our message to the target audience is to use short animated videos.