Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability

A/B testing can be a trial-and-error process. The missing puzzle piece is to understand the hidden mental processes in the mind that are driving the mouse clicks. This is what neuro design aims to provide.

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.

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.

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

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.

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.

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