HCD Blog

:: February 12th, 2020   How to Keep People in the Mood: The Art of an Efficient Ad Campaign

Over the past decade alone, the mediums in which advertisements are viewed have grown rapidly. From television ads and billboards to social media and app advertisements, the various options of exposure have exploded. Yet, with all this potential, ad runs must beg the question of campaign fatigue or wearout. The concept of wearout, or the decline of a response to an ad, is challenging to study since ad exposure cannot exist in a vacuum. Technology provides numerous instantaneous luxuries and...

:: February 3rd, 2020   The Impact of Logo Colors

As seen in INsights magazine... A business logo has the potential to encapsulate messages a company hopes to portray. While there are many components of a logo to consider—shape, size, space, etc., color has an interesting impact on the consumer response. The logo color is an essential element that influences graphic design (Henderson et al., 2004). The perception of color is subjective to the viewer and has individualized associations that incites intrinsic emotions. Interestingly, trends have emerged from psychology and...

:: October 3rd, 2019   Fame, Fortune or Failure: The Life of Celebrity Endorsements

Athletes, comedians, singers, actors, and more recently social media influencers are often strategically paired with certain brands in an effort to grow both the reach and image of the brand. Celebrity endorsements are in all forms of media consumption. The term “celebrity” implies that the individual has experienced some level of distinguishable accomplishments within a disciple (Osei-Frimpong, Donkor & Owusu-Frimpong, 2019). Companies utilize celebrities for their pre-established public recognition to help promote a product, service, good or brand. The allure...

:: September 13th, 2019   The Greatest Collab of All Time: 3 Benefits of Brand & Product Teams Touching Base

Products provide utility to consumers but their value can only reach as far as branding takes them. HCD has been covering the topic of brand harmony recently to dive deep into the emerging discussion around how companies of all shapes and sizes can be sure that both brand and product experiences alike tell the same story-- that the product meets the promise.  What we have found in our experience is that it is common for both brand and product teams...

:: September 6th, 2019   The Brain, What is it good for?

What does it mean to do “neuro” research? Most of the time when we think of “neuro” we picture some sort of gadget or technology on someone’s head. This is because the word itself, “neuro”, comes from the Greek “neuron” and implies that whatever “neuro-“ is attached to is relating to nerves or the nervous system, or… for most people, the brain. Neuro-science… Neuro-marketing… Neuro Research (Adobe Stock image left, Wikipedia EEG right) At HCD we talk about having a...

:: August 30th, 2019   Reflection on my internship experience at HCD

With my internship coming to an end this week, I cannot help but wonder why the past two months flew by so fast. It feels like just yesterday I met with Michelle Niedziela, VP of Research and Innovation of HCD Research, during my marketing graduate course at UPenn last fall. I remember being fascinated with Dr. Niedziela’s talk and the work that she does at HCD. I reached out that same day asking if I would be able to intern...

:: August 19th, 2019   Reliability and Validity of Implicit Association Test

I remember when I was in an Experimental Methods course for my undergraduate psychology major, where my professor spent hours discussing the reliability and validity in experimental research. At the time, I did not really understand why my professor was so “obsessed” with validity and reliability issues. Those days feel like decades ago, but the words of my professor have become more and more relevant as I get involved in researching and designing experiments. Unfortunately, the issues of reliability and...

:: August 7th, 2019   Brainstorming: The Evolution of Thought Theories

Various types of mental frameworks have been developed in attempts to conceptualize the mind and the way we, as humans, think. Classifying the mind, perception and rationality is intended to aid in the explanation of consumer decision-making. This attempt to clarify conscious versus subconscious behavior, motivation and anticipation has inspired numerous researchers to form creative ideas about how the mind works. While applications of decision-making research are infiltrating new fields constantly, the foundational philosophies have supported it for decades. Deliberate...

:: July 29th, 2019   Back to the Future: System 3

Our whole lives are spent anticipating what is yet to come. The time course of decision-making varies depending on the outcomes of both action and inaction. Based on the posed inquiry, you may have limits to how long you can consider your options to reaction. Deciding if you take the next exit on the highway, change the color of a brand logo, or dodge the football heading towards your face all require various amounts of influence from different styles of...

:: July 22nd, 2019   Brand Disharmony

Last December, we posted on our blog the discussion of brand harmony. For those who aren’t familiar, brand harmony is the idea of ensuring that all experiences consumers have with a brand blend to tell a complete and harmonious story. Brand harmony shows through different aspects of a brand from consistent names, logos, and visual identity, to messages. We have shown how matching brand perception with product perception can increase consumer satisfaction and brand equity, as well as discussed how...