
Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability

cognitive load. If we are trying to make a buying decision and there are many factors to take into account – such as weighing up prices, product features, how often we might use the product, whether the product is likely to be better quality than the other options, etc – it can overwhelm and overtax our conscious System 2 minds
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
science as the starting point, Darren Bridger provides an eminently practical guide to designing for your customer’s brain. Neuro Design is packed with actionable strategies and techniques and is a must-read for every marketer and designer.’ Roger Dooley, author of Brainfluence ‘An interesting book on a topic which should be of great importance to
... See moreDarren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
Neuro design is the use of insights from neuroscience and psychology in creating more effective designs.
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
tends to use pattern recognition and imperfect but fast rules of thumb, rather than deliberate and rational calculated reactions.
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
heavily biased towards things we have just encountered. Studies have shown that when people are primed with a concept – like ‘rudeness’, for example – they are then more likely to interrupt someone, and when primed with the concept of old age, they are more likely to walk more slowly.2 Similarly, people primed with the concepts of luxury or thrift
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We are visual creatures. We didn’t evolve to read, but we did to look at imagery. It is our most salient sense, and the one that takes up the largest real estate in the brain.
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
‘processing fluency’. Information – such as an image or a task – that has good processing fluency is easy to look at or perform, and hence requires less energy.
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
As it is slower and takes mental energy and effort to employ, most people tend to shy away from using it where possible. System 2 is generally only triggered when we are unwilling or unable to use System 1.
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
Design also has a real impact on how we value things. Sites with a design optimized to what the brain likes will be more trusted and liked.