Neurodesign in UX
10 ways Neurodesign enhances UX
You may be thinking, what is Neurodesign?
Neurodesign is a branch of Neuroaesthetics focused on how to design products to create intuitive user experiences with insights from psychology and neuroscience. Some of the fields it crosses over are Consumer Neuroscience, Behavioural Economics, Design and UX.
So, here are 10 ways Neurodesign enhances UX:
Emotional Engagement: Neurodesign leverages emotional triggers, eliciting stronger emotional reactions to enhance user experience and memorability.
Processing Fluency and Cognitive Load: Insights from cognitive neuroscience help to design user experiences that drive high levels of processing fluency, meaning the ease of taking in visual information, i.e how much work does your brain have to do for you to engage with a product and/or brand.
Content that helps drive processing fluency can ease cognitive load, that is, it reduces the amount of time and effort your brain has to expend to engage and taking meaningful interactions away from the brand experience.
Colour Processing: Insights into how colour is processed in the visual system help to align colours with brand identity and audience profiles. Factors such as tonality, contrasts, balance and visual hierarchy all help to guide a users attention and ease the perceptual experience of a brand to make the interaction feel, both seamless, and natural.
Typography: Neurodesign can help with choosing fonts that enhance readability and cognitive processing of typefaces to optimise on legibility and clear communication, choosing fonts that align with brand messaging and identity.
Visual Hierarchy and Information Architecture: Understanding how the brain processes attention is useful for directing the user’s attention and guiding the user experience with a product. This can help structure information design to communicate brand messaging clearly and put emphasis on important information.
Multi-sensory Design: In the age of VR and AR, multi-sensory integration in design is a large part of experience design. It’s not only important how the product appeals to each of the senses, but also how they ingrate with one another to create a parsimonious, synchronous aesthetic experience for the user. Neuroaesthetics as a whole, including Neurodesign, can be used to better understand integrating auditory, visual and tactile data to create immersive and engaging user experiences.
Testing and Usability: Lastly, testing. There are several neuroscience tools that can be used to test user experience. EEG, Biometrics and fMRI, are but a few. But I’ll leave this for another article.
