Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability

ISBN-13: 9780749478889 / Angielski / Miękka / 2017 / 264 str.

Darren Bridger

Opis

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 Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimise 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 with their website and boost profitability. Online resources include web links to inspiring reading, and further website resources.

Recenzje

"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." Jamie Croggon, Design Director, SharkNinja

Spis treści

• Section - 01: What is Neuro Design?;
• Section - 02: Neuroaesthetics;
• Section - 03: Processing Fluency;
• Section - 04: How First Impressions Work;
• Section - 05: Multisensory and Emotional Design;
• Section - 06: Visual Saliency Maps;
• Section - 07: Visual Persuasion and Behavioural Economics;
• Section - 08: Designing for Screens;
• Section - 09: Viral Designs;
• Section - 10: Designing Presentation Slides;
• Section - 11: Conducting Neuro Design Research;
• Section - 12: Conclusion;

O autorze

Darren Bridger works as a consultant to designers and marketers, advising on using and analysing 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), as its second employee outside of the US. He currently works as head of insights at NeuroStrata.