From the book: The Most Expensive Square Inches: How the emotion on a face decides what your customer buys, and why nobody’s checking it.
The most expensive square inches in marketing are the ones on your model’s face, and almost nobody checks what they’re actually saying.
Every brand tests its headlines, agonises over its logo and A/B tests its button colours. Yet the element the customer’s brain processes first, in a tenth of a second, before a single word is read, is routinely approved on instinct: does the face look nice? The emotion it transmits, the thing that actually moves behaviour, goes unexamined while millions in media spend amplify it.
A practical guide to emotion-led casting, shooting and selection.
