Expert in Cognitive, Behavioural and Vision Science / ex-P&G Global VP Design (The Netherlands)

Olga Gutiérrez de la Roza

2022

Did you know that 90 % of the information transmitted to the brain is visual? That we retain 80 % of what we see, 20 % of what we read, and 10 % of what we hear? The human brain processes image 60,000 times faster than text, and still, most corporations and designers drive the design process through significant pressure of time, prioritize writing over visual communication and make decisions based on consumers' opinions and personal preferences. So, it's time to enter into a new era of design, The Era of NeuroDesign. NeuroDesign emphasizes the importance of understanding consumers' non-conscious thinking and decision-making and how to leverage it to improve brand value and increase their communication's credibility and effectiveness. Olga will share insights into the growing field of neuroaesthetics and, foremost, how to leverage those insights into practice.

Olga Gutiérrez de la Roza: The Era of NeuroDesign

Meet the Speaker: Olga Gutiérrez de la Roza

Senior Vice President and Chief Marketing &amp; Innovation Officer, RPA (Los Angeles, USA)



 The future of advertising is ugly. Literally. Senior Vice President and Chief Marketing &amp; Innovation Officer at RPA, Tim Leake will convince you that ugly sells better than anything else in today’s advertising industry. He declares that high-budget productions and polished visuals are a thing of the past because the audience nowadays demands authenticity and rawness.



“We, the creatives, have been overdressing for the party for too long,” says Leake, pointing out the increasing consumer interest in ads that don’t promote unattainable perfection but are purposefully ‘ugly’. He came to this conclusion after a 20-year-long career of leveraging creativity and helping brands, including Target, Ikea and Walmart, transform their business and thrive in a constantly changing digital world.



As consumers spread content that feels raw and unpolished one meme at a time, the advertisers need to catch up and transform the swan back into an ugly duckling. Leake explores why people seem to connect with ugly much more than with beauty and craftsmanship and how to turn ugly into a creative opportunity.