Published Research
The Brain Sees a Face in Every Car.
Q1 sales increase after a campaign using face-recognition brain science
Signal
+12%
The Study
Daimler's research with the University of Ulm found that the brain's social-recognition centers automatically interpret car fronts as faces, headlights as eyes and the grille as a mouth. Cars designed with confident facial expressions trigger stronger activation in reward and social-status circuits. A campaign built around this neural insight contributed to a 12% Q1 sales increase. The brain makes a social, emotional judgment of a car before it reads a single spec.
Myelin Sheets Insight
“Your product has a personality in your customer's brain before they read a single word of your copy. Design it intentionally.”
Research Details
- Tool
- Face-Recognition Design Research
- Year
- 2012
- Market
- Global Automotive
Next Step
Translate this research into your own category and creative decisions.
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