We Have To Face Up To It, Part II

“[h]umans automatically behave in more socially conscious ways when the brain detects a visual pattern resembling a gaze”

That’s how the Washington Post characterizes a forthcoming article in the scientific journal Human Nature, summarizing experiments on social influences on how people act.

This is not news to regular readers of this blog. I write frequently that images of faces and eyes increase the effectiveness of your web pages and publications.

So what does this really mean? It’s fresh confirmation that you may be able to persuade everyday citizens to agree with you by presenting scientific and policy information — but it you want them to do something, you need to send them some social signals, as well.

Before they put down the remote control, get off the couch, and do something, most people need to hear that they will be working together rather than toiling or sacrificing alone. People need this information for both selfish reasons (“I want others to know I’m doing the right thing”) and because they lack confidence in themselves acting alone (“I can’t make a difference about this giant problem all by myself”).

Here are three questions to ponder as you go about your day:

• Have you ever thought one thing but done another because everybody else was doing it?
• How many people who listen to you talk, read your publications, and visit your website are doing the same thing?
• Beyond the simple act of putting pictures of faces in your publications, websites, and powerpoints, how can you send people social signals as well as factual ones?

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