The oldest part of our brain, the Croc-Brain, is based on the very first emotion we get from something and is the deepest, source of our decision making.
Complicated? Imagine yourself in a clothing store, and there’s one shirt that you’re instantly attracted to. When you check it out, you see it’s more expensive than you thought, but you still convince yourself to try it on anyway, right? That’s because your Croc-Brain was triggered from the first moment, and you can’t resist it no matter what.
In order to make users connect to our product, we need to trigger their Croc-Brain.