What is neuro design?
Neuro design is the use of insights from neuroscience and psychology in creating more effective designs. What can psychology and neuroscience tell us about what is really driving where we look in-store and online, what we choose to click on or pick up, what makes us share an image on a social network, and what image cues help drive a purchase decision? Neuro design also draws on other related fields to help build our understanding of why people react in the way they do to designs – fields such as computer image analysis (the ability of computers to analyse the composition of images, or even recognize what is shown in the image), behavioural economics (the study of how we make choices – often apparently irrationally – in spending our money) and evolutionary psychology (a branch of psychology that aims to explain behaviours in terms of how they would have evolved to help our ancestors survive). Designers already use their own intuition in creating designs, and then in looking at the designs they have created to judge with their own eyes how ‘right’ they look, and making adjustments accordingly. They will also use a body of principles built up over the years amongst designers for how to create good design. Neuro design just adds to these principles. As neuroscience and psychology research have accumulated a lot of information over recent decades, they have many things to say about the common factors that influence whether people will like a design. This research has accelerated in recent years, including the founding of a specialized field – neuroaesthetics – that specifically studies the factors that influence whether our brains respond positively to images.
Neuro design is the use of insights from neuroscience and psychology in creating more effective designs. What can psychology and neuroscience tell us about what is really driving where we look in-store and online, what we choose to click on or pick up, what makes us share an image on a social network, and what image cues help drive a purchase decision? Neuro design also draws on other related fields to help build our understanding of why people react in the way they do to designs – fields such as computer image analysis (the ability of computers to analyse the composition of images, or even recognize what is shown in the image), behavioural economics (the study of how we make choices – often apparently irrationally – in spending our money) and evolutionary psychology (a branch of psychology that aims to explain behaviours in terms of how they would have evolved to help our ancestors survive). Designers already use their own intuition in creating designs, and then in looking at the designs they have created to judge with their own eyes how ‘right’ they look, and making adjustments accordingly. They will also use a body of principles built up over the years amongst designers for how to create good design. Neuro design just adds to these principles. As neuroscience and psychology research have accumulated a lot of information over recent decades, they have many things to say about the common factors that influence whether people will like a design. This research has accelerated in recent years, including the founding of a specialized field – neuroaesthetics – that specifically studies the factors that influence whether our brains respond positively to images.
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Neuro Design By: Darren BridgerISBN-13: 978-0-7494-7888-9 |
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