About Face is the new ground breaking book by best-selling author Dan Hill. Based on research using facial coding, eye tracking and cutting edge tools, as well as interviews and examples, it gives essential insights into how to make adverts more effective and emotionally engaging.
Scientists and psychologists now argue that people are emotional, not rational, decision-makers. Grounded in psychology and neurobiology as well as a study of advertising tactics, this new book from Dan Hill (author of "Emotionomics") provides ten rules that enable companies and advertising agencies to be more effective. Using data from eye-tracking and facial coding to analyze consumer responses, it demonstrates exactly which advertising strategies are successful and why.