025: Perceptual Pleasure and the Brain

The Psychology of Copywriting

Why does the human brain prefer certain images or experiences over others? How does this affect the copy we write?

Today’s episode focuses on an article which emphasizes that humans crave new information and stimuli. The authors discuss the ventral visual pathway (VVP) and its stages which each have different quantities of visual receptors; the further “down” the gradient, the more receptors. Both fMRIs and participant ratings are used to study the association between the visual stimuli and pleasure derived from the stimuli. Researchers found that areas associated with visual pleasure (higher gradient areas of the VVP) got bored over time after seeing the same visuals repeatedly.

We as copywriters think that the words we write are what sell. But the conclusions drawn from this study reminds us that design does matter. Listen in to learn about how design and copy work together and how you can make use of the copywriter’s gradient of trust.

What To Look For In This Episode:

• [00:05:39] Ventral visual pathway.
• [00:18:00] Why design does matter in building trust.
• [00:20:45] Tips on how to design your copy to be read.
• [00:25:10] Engage your reader’s brain in your copy.

Journal Article:

Perceptual Pleasure and the Brain: A novel theory explains why the brain craves information and seeks it through the senses.

https://www.americanscientist.org/article/perceptual-pleasure-and-the-brain

Biederman, I., & Vessel, E. (2006). Perceptual Pleasure and the Brain: A novel theory explains why the brain craves information and seeks it through the senses. American Scientist, 94(3), 247-253. Retrieved March 15, 2021, from http://www.jstor.org/stable/27858773

Resources:

• How To Write Your Own 6-Figure Sales Page – com
• Brand Voice Template – com

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