Socio-Emotional Design

Content that speaks to the brain’s influence on the human experience

Our Tribal Brain

  • We all desire to be part of something bigger than ourselves. This feeling happens in the brain's Limbic System, which has no capacity for language. It is not particularly logical and drives both rational and irrational behaviors.
  • In your media, implicitly or explicitly ask the audience: do we share a common experience or belief ?

Our Primal Brain

  • The hindbrain and medulla is sometimes referred to as our "lizard" or "fight or flight" brains. It is our emotional selves.
  • Targeting one or more of the six basic primal emotions we all share: joy, fear, disgust, surprise, sadness, anger, will anchor an effective design strategy.

Our Logical Brain

  • Evaluation occurs in our neocortex, which evolved as we became homo sapiens. It's where rational and analytical thought occurs and language is processed.
  • Facts, figures and diagrams are created and processed here. The value we assign to them, however, is profoundly influenced by our primal and tribal brains.

Our Knowledgeable Brain

  • Long term memories are organized in the hippocampus , but the bits are located at various places in the cortex where they are associated with sensory experiences and other tangential, previous memories that connect with and provide context.
  • Experiences that lastingly affect a person's world view, must be iconic and include an explicit or implicit call to make the knowledge actionable.


Socio-Emotional Design

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3-Socio-emotional-I. S.E.E. U.