In-Store Communication Design (5): Neurodesign in Practice

for Retail News Magazine 6/2018

Effective and functional design is a critical step toward business success. Knowing which elements are effective is made easier thanks to neuroscience.

What Is Neurodesign?

Neurodesign—the academic sibling of practical design—helps us communicate visually in a way that resonates with our target customers. Based on neuroscience, it reveals what “works” in visual communication and why.

1. Processing Fluency

Your goal should be to make information as intuitive as possible. To do this, ensure it is processed fluently and quickly. That means choosing the right tone (expert vs. accessible) and organizing visual elements so the message can be decoded effortlessly.

Minimalist design is often best—it lets users absorb your intended message in the correct order without distractions. The simpler and more familiar the language and layout, the faster users understand the message and make a purchase decision.

2. Selective Attention

People are easily distracted, but they can focus when given a clear cue. If you highlight the right information—and remove or de-emphasize irrelevant content—customers will focus on exactly what you want them to. This is known as selective attention.

3. The Myth of Multitasking

Most people can’t do two mental tasks at once. We may switch quickly between tasks, but that’s not multitasking. For example: talking on the phone while driving isn’t truly simultaneous thinking.

So don’t force your customers to divide their attention. Stick to one key message per screen or layout.

4. The Brain’s Primal Filters: “Can I Eat It? Mate With It? Will It Kill Me?”

The human brain evolved to pay attention to food, sex, danger, faces, stories, movement, and loud sounds. These triggers activate the reptilian brain, which governs survival instincts. Use images that align with these primal filters if you want to grab immediate attention.

Conclusion

Designers often rely on intuition and experience—but neurodesign adds science. It shows us how people respond to design on a neurological level, making our visual messages more effective and profitable.

“Effective design equals good business.”