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.

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

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

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

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.

show each page or design for five seconds – this is a manageable time for opening and closing a page under controlled timing.

(2016) he gives a good example of how context can prime us to be receptive to different types of advertising messages. He realized that two of our most powerful drives – to stay safe and to find a partner and procreate – can lead to two opposing behaviour strategies at any particular moment: the desire to be supported by fitting in with the crowd (

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.

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