Neurodesign Marcelo Valladão presents here a synthesis of the global booklet of what Neurodesign is, which is used by the vast majority of professionals in the communication area and companies in the sector. ​
In practice, Neurodesign works as follows:
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A given brand, product, service, campaign is structured through the creation of cognitive elements, that is, elements that make sense, and are quickly connected to our brain's understanding. These elements, intentionally, are easier to perceive and understand, and are easily considered pleasant. From there, it is possible to accurately choose the designs that will be promoted in the market and released to the public.
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This must occur for the brain to process information more fluently. The brain has a tendency to try to make less effort to assimilate information. Yes, let's say the brain is lazy: it will better understand what is laid out in a simpler, more organized and connected way.
That is, an image, or an image that has a concept, arranged in a practical way, is quickly understood by the brain. This quick understanding generates a feeling of familiarity in the observer. This process is called processing fluency.
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“The human brain represents only a small part of the body mass, but it consumes a lot of energy. To compensate for this imbalance, it has evolved in a way that minimizes energy consumption, such as the energy-saving mode of computers, mobile devices and household appliances", according to Darren Bridger, in his work "Neuromarketing: how neuroscience allied to design can increase engagement and influence with consumers.” It is from these studies that minimalist design works, analyzing the ways in which the brain understands and reacts to stimuli from the cognitive field.
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In this way, designers must be careful not to overload the public with information, which can affect decision-making at the time of purchase. Also according to Darren Bridger, this is called cognitive load by psychologists. “If we are making a purchase decision and there are too many factors to consider, such as price weights, attributes, frequency of use, trade-offs, etc. the unconscious mind, make intuitive decisions.”
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For design in general, and especially for brand creation, not cognitively overloading the audience, through simple stimuli that cause good sensations, and a feeling of familiarity, is fundamental.
