I don’t know if you caught it but there was a bit of noise earlier this week about ‘neuromarketing’ and the cover for the latest issue of New Scientist. From the article by Addy Dugdale at Fast Company,

In these quiet months of summer, when news is scarcer than an English-born ex-CEO of an oil firm [good dig at BP Oil’s Tony Hayward], New Scientist decided to make some for itself (using nothing but 19 right-handed Englishmen, an electroencephalograph machine, a trio of potential covers, the expertise of a Berkeley-based firm called NeuroFocus, and a man-sized petri dish). Could EEG, as it is known, give the editorial team a better handle on what sort of cover design would make a future issue fly off the shelves? Being scientists (or, at least, people who write about science and its ’tists) they were skeptical. Following the experiment, held in the obligatory darkened room, they were less so.

The design that scored highest on the brainometer was the central image at the top of this page. It did so for several reasons, one of which–the red lettering–is already known to magazine bods, the others being less easily decipherable: who would have known that the word fabric is attractive to one’s brain?

Here’s the trio of choices,

The cover in the middle was the final choice.

You can see a larger version of the cover choices at the Fast Company site. Personally and based on design and colour alone, I preferred the least favourite of the covers (it’s the one to the far right).

There’s been an awful lot of noise over the years about marketers being able to penetrate the psyche/the brain/the emotions or whatever else they may be targeting this week in an effort to persuade and/or manipulate. It does seem to work but only to  a point. (My story in yeserday’s August 12, 2010 posting about Edward Bernays and Stuart Ewen’s book, PR! A Social History of Spin, being a case in point. If Bernays, had been thoroughly successful, Ewen would be known internationally for his book.)

In fact, history is filled with stories of people attempting to coerce/force/manipulate large sectors of the population. Empires fall or fade away, dictatorships are overthrown, democratic governments are thrown out of office, and so it goes.