Have you ever wondered why some advertisements, posters, and PowerPoint slides easily catch your attention, are easy to read, easy to understand, and even easy to memorize, whereas others are not?  There are actually reasons for that.  As a retired neuroscientist with more than 40 years of teaching experience, Ulli Budelmann will explain in lay-terms the “science” behind how we see, what catches our attention (or is distracting), how we read, and how we memorize. Using bad advertising examples of what you see every day around you and improving those examples in front of your eyes, you will easily understand the mistakes that are made and from now on, hopefully, will never make those mistakes yourself. (Limit 35)