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

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

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.

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

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.

‘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.

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.

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.