🧠 The Psychology of Fear, Learning and Creativity
Welcome to our latest newsletter.
This month, we look at new studies on creativity and the human brain.
At the psychological processes that help us overcome our instinctive fears and allow us to learn.
Why science says we are all, in fact, morning people.
And what new studies on baby talk can teach us about talking to adults and experts.
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Conquering Fear: The Brain's Hidden Override
New research has illuminated the brain's mechanism for overcoming instinctive fear. It's not just about suppressing fear, but about active learning. Scientists have discovered that a brain structure called the ventrolateral geniculate nucleus (vLGN) plays a crucial role in storing memories that suppress fear responses. This process involves the visual cortex and the release of endocannabinoids.
Practical Takeaways:
Gradual exposure: When introducing new or potentially intimidating products, use gradual exposure techniques.
Positive reinforcement: Reinforce positive experiences to create new, positive associations.
Visual cues: Utilise visual cues to create a sense of safety and familiarity.
Reduce anxiety: Design user experiences that minimize anxiety and uncertainty.
Build confidence: Focus on building user confidence through clear and simple instructions.
Story telling: Use stories of overcoming fear to help customers overcome their own reticence towards a new product, or service.
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Photo by Mart Production
Dawn of Delight: Capitalising on Peak Positivity
Turns out, we're all secretly morning people. A global study reveals peak happiness consistently occurs in the morning, regardless of culture. This "morning mood boost" isn't just subjective; it's reflected in linguistic patterns, with positive words spiking in early hours. This suggests a universal circadian rhythm influencing emotional states. For businesses, this means timing is everything. Leverage the "morning high" for critical messaging, product launches, and customer interactions.
Practical Takeaways:
Morning magic: Schedule key communications and product releases for peak positivity.
Positive priming: Use upbeat language and imagery in morning interactions.
Avoid afternoon slumps: Minimise negative or complex content during late hours.
Product design for mornings: Consider how your product can enhance the morning routine.
Don't assume evening is the prime time: Many businesses focus on evening, but they may be missing out on a peak positive time.
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Photo by Julian Jagtenberg
Creativity at Scale: How to Market Bold Ideas Without Losing the Masses
A new study uncovers a key brain circuit behind creativity. Using fMRI data from 857 participants, researchers found that highly creative activities—writing, music, design—are negatively linked to the brain’s self-monitoring region, the right frontal pole. In short: too much rule-following stifles originality. Ironically, brain injuries affecting this area increase creativity, proving that great ideas emerge when people stop policing themselves. The lesson for mass marketing? If you want breakthrough campaigns that resonate, you need to loosen the creative leash—without losing the audience.
Practical Takeaways:
Dare to Disrupt, but Anchor in Familiarity: New ideas stick when they have an element of the known (think iPhone: a radical shift that still looked like a phone).
Ditch the ‘Perfect’ Message: Imperfect, raw, and slightly weird campaigns (like Duolingo’s chaotic TikTok presence) feel more authentic and drive higher engagement.
Inject Playfulness: Large audiences respond to brands that show personality (see: Wendy’s Twitter, Ryanair’s irreverent social presence).
Embrace Polarisation: The most viral campaigns alienate some but win others deeply. Trying to please everyone leads to forgettable work.
Break Patterns to Command Attention: Consumers filter out predictable marketing. Pattern disruption—whether in ad format, tone, or visuals—forces engagement within your "in-group" of customers.
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Photo by Gemini / Imagen 3
The Power of Babble: How Babies Hack Adult Communication
Babies, it turns out, are master communicators. Research reveals that babies' vocalisations, even pre-babbling, elicit simpler, higher-pitched speech from adults. This isn't just about comprehension; it's a social bonding mechanism. Adults unconsciously adapt their language, using shorter sentences and exaggerated intonation, to connect with infants. This "baby talk" isn't patronising; it's a sophisticated form of communication that fosters learning and strengthens relationships. Businesses can learn from this: simplify communication, amplify emotional cues, and tailor language to your audience's level of understanding.
Practical Takeaways:
Simplify, simplify, simplify: Use clear, concise language in marketing and product design.
Amplify emotional cues: Exaggerate positive emotions in your messaging.
Humanise your brand: Use a friendly, approachable tone.
"Baby Talk" for Experts: Even when communicating with experts, use clear, concise language instead of jargon wherever possible.
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Photo by Pixabay
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James, Patrick and Dan
We practically apply the science of the human mind for hard, commercial results
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