Advice from the guy behind the Gorillaz videos, Pete Candeland:

You always try to build entertainment almost like a ladder — or steps — going up to a climax. Like a little story. You want to keep people involved by giving them just enough to want to know what’s going to happen next.

In a short video, it’s about what comes in the next 20 seconds, and then the next 20 seconds, and then the next. It’s an escalating ramp-up of interest, and sometimes a ramp-up of activity and richness of imagery.

via Animation Obsessive

Research has shown that rhymes are more memorable. But I much prefer this way of saying it from the Weird Studies podcast

Sound—rhyme and meter, or musical measure—whether we’re talking about poetry or whether we’re talking about music is absolutely the handmaid of memory. Of how things get into the heart.

The function of your message is important. The content must be worth the attention.

But the form determines its reach. This is the vehicle of transmission.

From MediaDailyNews: Search Ads Slide As A Way To Reach Consumers

Not a new trend—and likely even more pronounced since this was published—but search is no longer a discovery mechanism.

Search is truly an intent channel—harvesting discoveries happening elsewhere.

One of the 9 F’s of Attention is Future Me.

Purchasing is an act of aspiration. Buying a future state.

As Seth Godin says, very few of our purchases are for what the thing says on the tin.

Our focus, energy and money are often spent on transactions that are disguised as something else. What we’re really doing is buying affiliation, status or the freedom from fear.