COMMENDED: Business Book Awards 2018 - Thought Leader Category
Today, businesses of all sizes generate a great deal of creative graphic
media and content, including websites, presentations, videos and social
media posts. Most big companies, including the likes of Procter &
Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and
theories to optimize their digital content. Neuro Design opens up
this new world of neuromarketing design theories and recommendations,
and describes insights from the growing field of neuroaesthetics that
will enable readers to enhance customer engagement through their
website, and boost profitability.
Neuro Design emphasizes the importance of understanding consumers'
non-conscious reactions to design and how brands can use them to improve
performance, and increase the credibility and persuasiveness of their
content. Including practical methods such as neuro-research for testing
websites, plus real world case studies from P&G, Coca-Cola, Google and
neuroscientific advertising for Nielson, this is the essential handbook
for any marketer looking to improve engagement with their creative
graphic content. Also covering visuospatial resonance, banner blindness,
visual saliency, the Gestalt Psychology Model, the halo effect and much
more, Neuro Design will equip any marketer with the design
techniques they need to engage with consumers.
Online resources include web links to inspiring reading, and further
website resources.
