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

(2016) he gives a good example of how context can prime us to be receptive to different types of advertising messages. He realized that two of our most powerful drives – to stay safe and to find a partner and procreate – can lead to two opposing behaviour strategies at any particular moment: the desire to be supported by fitting in with the crowd (

System 1 is the name given to types of mental processes that are effortless and operate non-consciously.

Neuro design is the use of insights from neuroscience and psychology in creating more effective designs.

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.

indulgence, were triggering related concepts in the minds of participants and affecting their behaviour. This shows how priming also triggers the things that we mentally closely associate with the prime: such as old age being associated with walking more slowly. The images we see immediately before or at the time of a decision can influence our beh

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

(dating back to the 19th century) was AIDA,…

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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.