Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability

‘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.

A/B testing only took designers so far. Neuro design allows them to understand and predict which designs are likely to be more effective before they even exert the effort to create them.

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.

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

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

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

System 1 is the name given to types of mental processes that are effortless and operate non-consciously.

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.

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