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

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

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‘expressivity halo’: ‘people who communicate in an expressive, animated fashion tend to be liked more than difficult-to-read people; even if they are expressing something such as irritation. Because we’re more confident in our reading of them, they are less of a threat.’

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.

‘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.

saliency map. This is a visual map of whatever our brain thinks is worth drawing our attention to.

Visceral beauty in a website can even trump actual usability: if a page has poor usability, users will still like it if they find it attractive.

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

For many purchase decisions we don’t invest too much time or consideration. We just get a quick feel for whether we like a brand or product and whether we think it matches what we are looking for. Psychologists call this type of conclusion drawn on small bits of evidence ‘thin slicing’.