Applying neuroscience in web design part i by marcus marritt
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This document discusses applying neuroscience principles to web design. It begins by explaining neuroscience and the study of the human nervous system. It then discusses how people don't always make rational decisions due to having hundreds of decisions to make daily. The document uses the redesign of the Gap logo as a case study, explaining how neurological testing found the new logo violated six best practices. It emphasizes the importance of considering how a design may impact the subconscious mind and whether it builds upon existing brand attributes.
Applying neuroscience in web design part i by marcus marritt
- 2. Design Applying neuroscience in web design: part I
- 3. Neuroscience
- 4. The study of the nervous system, advancing the understanding of HUMAN ….. THOUGHT ……………… EMOTION ……………….. BEHAVIOUR. Neuroscience – explained
- 5. Living in a perfect world
- 6. • In a perfect world, everything would be perfect • Users would interpret designs and architecture as perfectly as intended • Decisions by Users would be based on whats most important, with common sense, as opposed to what’s easiest. Thinking in a perfect world
- 7. • Users don’t always make the decisions we want or expect • WHY? Because they have 400+ MORE important decisions to make daily. We have less of our Users Rme and aSenRon when it comes to decision making – so we have to understand HOW and WHY decisions are made. Time for informed decisions?
- 8. Neuroscience
- 9. Control – the dream of the good and bad. • Designing for control is what we UX people do. Control over what our Users do • Human behaviour is centred around a need to control • The 21st century digital age has seen a shiX of power from insRtuRons to Users, the consumer • We need to “learn to design for a loss of control,” JP Rangaswari. Control
- 10. • Neuroscience is the key to designing for a loss of control • Its not enough to test our Users conscious self (focus groups, lab tesRng) … we need to go further and discover what’s behind subconscious decision making. Designing for a loss of control
- 11. “Let go your conscious self, act on ins:nct.” Work like a jedi
- 12. Our brain controls US
- 13. • We start to design for a loss of control by applying neuroscience thinking to the design process • By designing for HOW the brain works we recognise that we cant control our brain – IT controls us. How you approach design problems
- 14. • Too oXen we design for a problem we already know • Let go of this conscious problem, what we are ALREADY aware of • Open your design approach to addressing the 3 fundamental layers of the brain -‐ InsRnct -‐ Feeling -‐ Thinking. InsRnct, feeling, thinking
- 15. Design Gap logo redesign – case study
- 16. • In 2010 Gap aSempted a relaunch of their iconic brand idenRty • The new logo was met with massive criRcism from both consumers, markeRng / brand people and the design community • Its a great case study for the applicaRon of neuroscience in design. Gap logo redesign
- 17. • NeuroFocus, US neuromarkeRng agency, used a mix of neurological tesRng methods to discover why the new Gap logo failed • Methods used included – -‐ EEG based brainwave acRvity -‐ Eye tracking. TesRng of Gap logo
- 18. • Results stated that the logo violated SIX core principal Neurological best pracRces ……………. -‐ Overlays Equal Overlooked -‐ Sharp Edges UnseSle the Subconscious -‐ InteresRng Fonts Work -‐ High/Low Contrast -‐ Stronger SemanRc Content -‐ Lost Legacy. Visit hSp://www.zabisco.com/blog/applying-‐neuroscience-‐in-‐web-‐design-‐part-‐i/ for a detailed breakdown of the above Test of Gap logo -‐ results
- 19. • Using the Gap case study as a example Dr A.K Pradeep raises two vital quesRons when undertaking design projects – -‐ Does the new design violate any Neurological best pracRce? -‐ Does the design build upon exisRng brand aSributes that are idenRfied through the Brand Essence Framework? Lessons to be learnt