Neurodesign: How Neuroscience is Influencing Graphic Design

Once upon a time in the brain...

There was an ol" saying my grandma used to tell me: "All that glitters ain't gold, but it sure can catch your attention." In this day and age, that's what graphic designers are aiming for, right? To catch your attention, to make that impression, to get the neurons firing up in your brain like a mad scientist's lab on a stormy night, making your eyes dance across the screen or the page like the Grateful Dead at their peak.

Well, it turns out my grandma wasn't just waxing poetic. Neuroscience, the study of the nervous system and all its glorious electric chaos, is getting in on the graphic design game, too, by uncovering the hidden connections between our brains and the way they process visual information. That's right, folks—neurodesign is here to amp up your designs and make them truly unforgettable.

Beauty and the brain

First things first: science tells us that our brains are hardwired to appreciate beauty. It's true! We're all suckers for a pretty face, whether it's a human, an animal, or even a typeface. (Helvetica, I'm looking at you.) In a study published in the journal Neuropsychologia, researchers found that looking at beautiful images activates the same reward centers in the brain that are triggered by drugs, food, and other pleasurable stimuli. This means that when we see something attractive, our brains release neurotransmitters like dopamine, giving us that sweet, sweet rush of pleasure.

So, what does this mean for graphic design? Simple: make your work beautiful. When your designs are visually appealing, they're not just eye candy; they're brain candy, too. And when your audience's brains are happy, they'll be more likely to remember what they saw, engage with your message, and take action—whether that's clicking a button, sharing a post, or buying a product.

Brains on color

Now, let's talk color. Not only can the right colors make your designs pop, but they can also trigger specific reactions in the brain. Remember those dopamine-fueled pleasure centers I mentioned earlier? They're influenced by color, too.

For example, red is often associated with passion, energy, and urgency—think stop signs, fire trucks, and those oh-so-tempting clearance sale tags. It's not just a cultural thing, either; studies have shown that red can actually increase heart rate and stimulate appetite. See? Even your brain loves a good deal.

On the other hand, blue is the color of calm, stability, and trustworthiness—think banks, hospitals, and social media platforms. (Zuckerberg knows what he's doing.) In one study, participants who saw a blue logo were more likely to rate a company as "reliable" and "secure" than those who saw a green or red logo.

So, when choosing colors for your designs, think about the emotions and associations you want to evoke, and let science be your guide.

Size matters (in design)

Alright, alright, get your mind out of the gutter. I'm talking about the size of your design elements, of course. Studies have shown that the brain processes visual information differently depending on its scale. For example, large, bold typography is more likely to grab our attention and be remembered than small, subtle text. Similarly, high-contrast images can help your designs stand out and be more easily processed by the brain.

So, when you're laying out your next masterpiece, make sure to use size and contrast to your advantage. Your audience's brains will thank you for it.

Keep it simple, smarty

Last but not least, let's talk about a principle that's as true in life as it is in design: keep it simple. Research has shown that the brain prefers simple, clean visuals over cluttered, complex ones. In fact, one study found that when participants were shown a series of simple and complex images, they rated the simple ones as more visually appealing and memorable.

So, when you're crafting your designs, don't be afraid to embrace minimalism. Strip away the unnecessary fluff, focus on your message, and let your visuals speak for themselves. Trust me, your audience's brains will appreciate the break from all the visual noise.

Bringing it all together

So there you have it, folks: the brave new world of neurodesign, where science meets art and your brain gets in on the action. By understanding how our brains process visual information, we can create more effective, memorable, and engaging designs that truly make an impact.

Now, go forth and conquer the world with your brain-loving designs. Just remember what grandma always said: all that glitters may not be gold, but with the power of neuroscience, you can make your designs truly shine.

Article kindly provided by designerviews.org