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Neuro Design

Neuro Design

Neuromarketing Insights to Boost Engagement and Profitability

Darren Bridger

From £16.66

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.

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About the book

Commended: 2018 Business Book Awards - 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.

Table Of Contents

  • 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;


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Book Details

  • EAN: 9780749478889
  • Edition: 1
  • Published: 3rd February 2017
  • Paperback
  • Format: 233x155
  • 264 pages

About the Author

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.

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