3 ways neuroscience influences design-led communications

June 28, 2018

Neuroscience and psychology are increasingly influencing marketing and communications, turning design from an art form into science.

 

Underlying powerful, engaging and inspiring communications are three main rules Spurwing abides by to help our clients connect with and engage their audiences:

 

1. Minimalistic design

 

In the early 1990s, designers would force everything they could onto one canvas, leaving no negative space behind. The same applied to website design. Now, in 2018, many brands and companies are using simple imagery, text, logos and background colours in their designs.

 

This is because the volume of advertising, media and news we interact with every day – knowingly or unconsciously – is overwhelming for our brains. Studies have shown that too many stimuli can lead to information being easily forgotten – we aren’t capable of processing and digesting this much content. For companies to gain cut-through amongst the noise, they need a clear, compelling presence.

 

Minimalistic design can be captivating and engaging for multiple customers, as simple text and images can easily be translated in the same way.

 

Take a look at this animated video we recently created to advertise a job opening at Spurwing, using minimalistic kinetic typography to create something simple yet eye-catching:

 

 

 

2. Contrasting depth and colours

 

Researchers have proved that contrast and depth in design is most appealing to the brain. To highlight the most prominent part, designers apply shadows and depth to purposely give the user’s eye a different perception to the design.

 

Here are some examples from creative work we produced for the launch of our client FrieslandCampina’s ActiveSG campaign to get children eating healthy:   

 

 

 3. Eye tracking tools

 

Eye tracking technology is a neuromarketing tool that provides valuable insight into how people view and understand different visual dynamics.

 

For designers and communicators, we use these tools and principles to understand human behaviour and where the eye focuses the most. This allows us to enhance designs and ensure they are attractive for our audiences.

 

Take a look at the heat map below, as an example:

 

 Source: www.community.uservoice.com

 

This was a comparison test between different website designs and it revealed that when provided with little content at the top, people tend to scroll down to find other information. This means that if you over-populate the top section of your website, viewers will simply stay there.

 

For optimal user experience, we recommend scattering information across the page to retain audience attention for longer.

 

This applies to all good web design, which can influence digital marketing fees such as placement of sponsored banner adverts. Using expert knowledge and eye-tracking principles, we can help advise where best to place information about your company online.

 

Why is this important?

 

For businesses operating in complex, highly regulated industries, such as healthcare and food and nutrition, making information understandable and engaging will help your audiences to retain it in their long-term memories. Intelligent, science-based design is essential to creating compelling communications.

 

As we learn more about design psychology and how the human brain works, the creative industry will further evolve. Communicators must be prepared to adapt, and consider how design can be an integral part of engaging your audiences.

 

For more information on best practice for design-led communications, or to explore how Spurwing can help your business create compelling visual materials, please contact info@spurwingcomms.com.

 

 

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