- Enables those involved with the design and development of online content to increase the credibility and persuasiveness of their work and turn website visitors into customers
- Introduces readers to new, cutting-edge ideas from the academic literature as well as commercial research in relation to neuro design and neuroaesthetics
- Explains high-level, complex neuro-research in plain English
- Features many real-world case studies, including Coca-Cola, Procter & Gamble, Radware and Apple Watch
- Online resources: web links to inspiring reading and further website resources
Neuro Design
Neuromarketing Insights to Boost Engagement and Profitability
Gain insight from the growing field of neuroaesthetics, demonstrating how they can be applied to the most popular types of content, and used to improve customer engagement and profit.
Key features at a glance
EAN: 9780749478889
Edition: 1
Published:
Format: 198x130
264 pages
About the book
COMMENDED: Business Book Awards 2018 - Thought Leader Category
Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including the likes of Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimize their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement through their website, and boost profitability.
Neuro Design emphasizes the importance of understanding consumers' non-conscious reactions to design and how brands can use them to improve performance, and increase the credibility and persuasiveness of their content. Including practical methods such as neuro-research for testing websites, plus real world case studies from P&G, Coca-Cola, Google and neuroscientific advertising for Nielson, this is the essential handbook for any marketer looking to improve engagement with their creative graphic content. Also covering visuospatial resonance, banner blindness, visual saliency, the Gestalt Psychology Model, the halo effect and much more, Neuro Design will equip any marketer with the design techniques they need to engage with consumers.
Online resources include web links to inspiring reading, and further website resources.
About the authors
Darren Bridger is a consultant to designers and marketers, advising on using and analyzing data that tap into consumers' non-conscious thinking and motivations. He was one of the original pioneers of the Consumer Neuroscience industry, helping to pioneer two of the first companies in the field then joining the world's largest agency, Neurofocus (now part of the Nielsen company). He is currently Head of Insights at NeuroStrata.
A super, easy-to-read book demystifying the world of neuro design, addressing the balance between the role of human creativity and that of neuroscience in modern design. If you think neuro design is about creating bland designs by deconstructing beauty, you need to read this book. It's not about that at all. Darren Bridger introduces all the major themes, key methods and tools underlying the science in engaging, manageable chunks. Any book that explains the allure of memes has to get five stars from me.
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