Neuro design : neuromarketing insights to boost engagement and profitability / Darren Bridger.

Format:

Book

Author/Creator:

Bridger, Darren, author.

Language:

English

Subjects (All):

Neuromarketing.

Product design--Psychological aspects.

Product design.

Web sites--Design.

Web sites.

Internet marketing.

Physical Description:

1 online resource (252 pages) : illustrations

Place of Publication:

London ; New York, NY : Kogan Page, 2017.

Summary:

COMMENDED: Business Book Awards 2018 - Thought Leader CategoryToday, 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.

Contents:

<Ul style='padding-top:0;padding-left:0;list-style:none;'><li><ul style='padding-top:0;list-style:none;'><li>Chapter

01: What Is Neuro Design?;</li><li>Chapter

02: Neuroaesthetics;</li><li>Chapter

03: How to Make Designs More Intuitive;</li><li>Chapter

04: How First Impressions Work;</li><li>Chapter

05: Multi-Sensory and Emotional Design;</li><li>Chapter

06: Saliency Maps;</li><li>Chapter

07: Visual Persuasion and Behavioural Economics;</li><li>Chapter

08: Decoding Screens;</li><li>Chapter

09: Viral Designs;</li><li>Chapter

10: Neuro Design Presentations;</li><li>Chapter

11: Conducting Research;</li><li>Chapter

12: Conclusion</li></ul></li></ul>

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

0-7494-7889-6

OCLC:

971021086