Why never ask “what do you like best?”

One of the most common questions when people show their design concepts is: which one do you like best? In design, it is wrong question. If you put two or three items in from of a person and ask what do you like best can lead to a misleading response. When you ask a...

Synesthesia

I have been reading lately about synesthesia and I have found it very interesting specially for the use of the knowledge of it focusing on branding and marketing. Synesthesia is a neurologically-based condition in which stimulation of one sensory or cognitive pathway...

Urgent vs Important

Prioritization of tasks is key for time management. To do this efficiently I found it very useful to recognize the difference between the terms urgent and important. – Urgent tasks are deadline based. This is usually depends on others more than on yourself. The...

The science of Persuadability

A few years ago I did some preliminary work with an agency called Multiplica. This agency have adopted a term that I found very appropriate persuadability. With this term, they try to define the change of the target from the user to the conversion into client....