MAY 8, 2013 , Wednesday
Research Finding .
" When You Solicit Donations, the Shape of Your Flyer Matters "
Experiment :
A heart-shaped flyer informing consumers about a food collection for the needy persuaded 50% more people to donate than a rectangular flyer.
Underlying Reason ?
A great deal of choice-making is unconscious and results from subtle cues in the environment, the researchers say.
Source: Communicating with All Your Heart: Flyer with a Cardioid Shape and Receptivity to a Request for Humanitarian Aid
Research courtesy : Nicolas Guéguen and Céline Jacob of the Université de Bretagne-Sud in France.
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