Neuroaesthetics: How neuroscience informs some of the world’s biggest design successes

What do a neuroscientist and a designer have in common? Not a lot at first glance. However dig deeper and we have much to learn from each other. Earlier this week I took to the stage at Dubai Lynx with Dr Tim Holmes, a neuroscientist specialising in neuroaesthetics at Royal Holloway who also runs a neuroscience-based research agency, Acuity Intelligence. Together, we explored the world of neuroaesthetics, focusing on the neuroscience behind some of the world’s biggest design successes. Having always believed design is a powerful influencer on brand choice we wanted to find the justifications for our claims. We set out to understand consumer decision-making and came to neuroscience and the theory of system 1 and system 2 thinking, leading to our belief that brands need to seduce the…


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