Speaking of communication design, Delta’s flirty new in-flight safety video follows the psychological rules of human attraction. You see, people the world over use certain expressions to arouse desire. Women smile, lift their eyebrows, and gaze directly at you, and then look down and away to hint at shyness. (See woman in seat at video second :32. Really, we don’t make this up.) Men take a different approach; to signal strength, they lean back in their chairs and stick their chests out, like the captain here at the Delta helm. In fact, chest puffery is found across nature — snakes, frogs and toads also inflate their bodies to demand attention.
(See: Your boss.)
Which brings us back to how good creative captures attention, say, among passengers stressed out that their plane may come to a sudden stop against a mountain. Delta’s little vignette grabs consumers with basic cues — full lips, flirtatious hand waves, and lots of eye contact. We’ll remember that as we hug a seat cushion to our chest and jump out the exit.