Good Instagram is a real science for photos
Social media managers, aspiring influencers, and individual users are all seeking a winning combination of the creation, lighting, color, and content that will drive likes, followers, and click-through rates on Instagram.
But what is it that takes forever to stop in their digital track?
We spoke with a neuroscientist, a top designer, and a visual psychologist.
What does science have to do with this?
In 2017, Dr. Teddy Asher became ‘first in residence’ neuroscientist at the Peabody Essex Museum. She was hired by PEM to enhance the visitor experience by researching the effects on visual attention and perception in the museum.
In Daniel Kahman’s award-winning book Thinking, Fast and Slow, he explains that we have two systems of thinking.
The system is all about shortcuts, allowing us to quickly process large amounts of information that come in daily, without exhausting ourselves. It is fast and subliminal and is exactly the kind of thinking we use when we scroll through our Instagram feeds randomly.
System Two is when things slow down and we start focusing our conscious mind, using our logic and reasoning. This will be the kind of thinking we use when our brain suddenly enters something interesting and stops over-praising an image.
Dr. According to Ashar, there are two types of effects that can take this change into consideration:
Bottom-up effects focus on sensory perception and are stimulated by the things we see, hear, smell, taste, and touch.
Top-down effects are cognitive in nature and are driven by goals, memories, and / or emotions.
These two can work by hand to grab and hold the audience’s attention.
To put this in perspective, when you look at this picture, you can immediately be drawn to the bright yellow and red canopy in the top left of the picture, but you can see the emotional satisfaction you get from finding Waldo Will continue the search.
Design meets Psychology
As the lead product designer at Combin, a company that creates Instagram marketing solutions to attract and grow followers, Sergey Kruglov faces competition all too well on the social battlefield.
“The most valuable thing is that almost all brands and products are currently focusing on Instagram. It has become a new currency in the modern digital space and to understand how to achieve it, you have to know how the psychology of the viewer works, ”he explained.
The problem is, if you want to get a viewer’s attention, you have to do it fast: a study by MIT found that it takes only 13 milli-seconds to process and identify images.
So how can we combine psychology and design to attract attention and develop followers?
When used in collaboration, design elements such as color, light, and composition can act as bottom-up effects that attract attention and help enhance top-down effects such as feelings, memories, and goals . Let’s take a look at color as an example.
Effect of color on memory and attention
A study in 2013 reported that blue photos received 24% more likes on Instagram than mainly red and orange photos. Headlines Variations ations Want more likes on Instagram? Use blue ‘is bad news for Coca-Cola, McDonald’s and Santa.
But studies also showed that red color was better at attracting public attention to Facebook ads.
“Color is a very powerful tool to attract user attention and perception to a deep subliminal level.” There has been a large amount of research on this subject in advertising and psychology, but the context and color environment of the place where the material will be displayed is equally important. As Derek Jerman said: Color shines in its surroundings.
A study by psychology professors Thomas Sanakoki and Noa Sulman found that the way we harmonize colors in our images can actually have a significant impact on our memory and attention. By showing test subjects groups of harmonious and unpleasant colors they were able to conclude that harmonious colors are rated as more pleasant and more memorable.
But, the researchers also found that the use of contrasting colors in contrast to the background with the focal point in the photo can really capture and focus your attention.
“Breaking visual patterns and speculating with familiar pictures works well, making it easier to attract attention and make you stop and think about the content,” said Kruglov.