Design and Decision-Making

for Retail News Magazine 6/2022

Information Should Be “Served” in a Digestible Form. Subconscious and Unconscious Mechanisms Then Assist with Decision-Making.

“We decide fast and slow. It depends on the situation, our needs, upbringing, society... on the matrix of circumstances that, as information providers, we can influence to some extent through our own expertise.”

THINKING SYSTEMS 1 AND 2

Popularized by Daniel Kahneman in his book Thinking, Fast and Slow, these two systems describe how we think:

• System 2 is slower, logical, and deliberate. It requires mental energy, time, and effort. We use it to weigh pros and cons and make informed decisions.

• System 1, by contrast, is visual, instinctive, and fast. It uses less energy and relies on automatic reactions.

Psychologists have long noted that visual messages enter our minds first. Our visual cortex occupies the largest part of our brain, having developed even before language. This gives us enormous potential to use visuals to:

• Grab attention,

• Trigger desires or needs, and

• Prompt action—like purchasing a product or service.

SUBCONSCIOUS, UNCONSCIOUS & DECISIONS

Most products today are certified and standardized, so their core functionality doesn't differ much.

That means the difference between a luxury item and something at the bottom shelf often lies in:

• Visual design, and

• Marketing communication.

People frequently decide based on unconscious mechanisms. These may include:

• Deep desires and needs,

• Prejudices or beliefs.

Sometimes even the customer doesn’t consciously know why they chose a certain product—and may invent a reason when asked in surveys.

Thus, clear and simple visual cues that are easily processed by the brain can activate the right sensory and emotional associations.

PRIMING

Priming (or “pre-conditioning”) refers to how prior exposure to stimuli affects later decisions.

When conditions are optimal, the brain gathers available data based on past experiences.

This means visual cues presented before the main message significantly shape how we decide—even without consciously realizing it.

Marketing agencies use the AIDA model:

• Attention

• Interest

• Desire

• Action

First, you grab attention. Then, present appealing information (e.g., lifestyle visuals) to spark interest, which evolves into desire and leads to action—like a purchase.

DECISION-MAKING AND DESIGN

The design of our visual message plays a critical role in how products or services are perceived.

Key principles for effective design:

• Ensure fluid, logical messaging, both conceptually and perceptually.

• Make the message immediately clear but backed by a deeper idea—so it’s not superficial.

• Use familiar yet engaging visual patterns.

• Apply contrast and visual anchors to highlight and stabilize key information.

Many of the methods, tips, and strategies we’ve discussed since the beginning of the year can significantly enhance how we present our products or services.

Thanks to our evolutionarily fine-tuned System 1, we have great potential to deliver powerful visual communication that moves the customer to take action.

References:

• Dikyová, E. (2020). The Role of Graphic Design in Interiors.

• Bridger, D. (2017). Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability. Kogan