At Tilt, we’ve always been deeply interested in what it is that makes people tick. Why certain things work and others don’t. We want to make a positive impact, that’s why we do what we do.
Part of this is creating visual assets such as motion graphics and beautiful films. But there’s more to it. If we look at the science behind creating impactful communications and successful learning experiences, there are a lot of theories.
Currently, one of the most prominent is called Nudge Theory. Over the last couple of years, this and all things behavioural have boomed as a result of a more competitive market where people are constantly overwhelmed by the number of messages they receive.
Nudge looks at how the brain works in order to understand how best to produce something that resonates with people. At the right point in time. A bit sneaky some might think. But, if you use it to do good? (Very subjective you could argue).
Working within the learning and development industry, we are constantly challenged to communicate, drive engagement and instil a deep understanding around not so thrilling subjects. How can we best address complex information such as compliance, banking, and engineering in a way that not only makes people understand it, but also sparks interest and, ideally, emotions? That’s where psychology and nudge theory comes into place.
Tilt are, amongst other things, specialists in the learning and development industry. Some would argue we have it easy as we’re not fighting for the attention of the audience as much as people in the external sphere do. I would argue the opposite. I’d say internal comms is even more important as we are creating content that many people will see every working day for years – it has to be good! And to use another buzz word – future proof. This means we absolutely have to understand the needs of our audience before we commence any project.
Making it tangible
Last year we came across Coglode, another Brighton based company that seemed to share our philosophy. We were intrigued about their handy (and nicely designed) little subscription box with the so-called nuggets.
Last month, we got the opportunity to attend one of Coglodes workshops here in Brighton. Together with other nudge enthusiasts, we spent the day consolidating what these cards actually mean by applying them to a variety of different scenarios that we face when designing our digital solutions.
Founders Roxy and Jerome guided us through a number of exercises where we worked together in groups to discover the knowledge hidden in the deck. We discussed a wide variety of applications from infusing new life into a cupcake business to discovering how the government uses some of the techniques in order to educate the population.
A very insightful day that demonstrated how to apply theory in real life. Kudos to our friends at Coglode. We wish you all the best on your journey to better, ore purposeful communication. We’re right there next to you, nudging away.
Find out about more about Coglode and upcoming workshops at www.coglode.com