Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability

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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asking people what they think of something is not good enough. Much of the time people are not consciously aware of the mechanisms in their brain that have caused them to prefer one design over another.

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.

‘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.’

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

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’.

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

tends to use pattern recognition and imperfect but fast rules of thumb, rather than deliberate and rational calculated reactions.

Research by Microsoft amongst 2,000 people in Canada showed that the ability to sustain focused attention in the face of distractions had dropped to just eight seconds in 2015 – down from 12 seconds in the year 2000, before the explosion of online images, videos and mobile screens.