Why brands are applying the principles of psychology to design

26 mei 2016
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There is more to design than meets the eye. In order to stand out in an increasingly crowded marketplace, brands including Heinz, Oxo and the RAF are applying the principles of psychology and using neuroscience techniques to create designs that resonate with consumers in both an immediate and lasting way.

Psychological principles – concerning behaviour, attitudes, aspirations and motivations – can help brands understand how their logos or packaging make consumers react. All visuals create a pattern of attention, which is why it is so important for brands to give designs a clear focus, as humans have limited attention spans, explains psychologist Nathalie Nahaï.

“It’s also important to think about the principle of cognitive load, which relates to the energy it takes to process a task,” she adds. “Good design reduces the mental effort and makes it easier to take the desired action like buying the product you want,” explains Nahaï.

A sans serif font, for example, requires less effort to read, while some colours evoke an immediate feeling, such as red for feelings of love or anger and blue, which is associated with trust and calmness.

Bron en volledig artikel: Marketingweek

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