‘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.

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’.

show each page or design for five seconds – this is a manageable time for opening and closing a page under controlled timing.

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

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

When our brains are offered choices that are too complex to fully research and rationally compute, we fall back on our gut feelings. These gut feelings are often driven by mental shortcuts

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

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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

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.