Neuroscience and design

Introduction

Make neuroscience work for you by choosing colours, fonts and images to attract your potential customers.

Your brain has immense wiring that devours virtually all the visual information it receives. In fact, the neurons that process visual information make up 30% of the cerebral cortex, compared to 8% for processing the sense of touch and 3% for sorting auditory signals.

You cannot control the resources your brain uses to process what you see - indeed, it doesn't even matter whether or not you are interested in the image you are seeing. Your brain is constantly working to make sense of the visual messages it receives. Once that work is done, the frontal lobe takes over. Your higher mental functions kick in and your brain begins to make judgements about what it has just seen.

Translate all this neuroscience to the business world and you will realise that your customers and potential customers are also judging the appearance of your personal brand. Ideally, your identity should achieve three things: accurately represent your message, convey quality and encourage consumers to take the desired action.

The combination of neuroscience and design will help you improve your brand.

Where to start?

For example, ask yourself the following questions: What reaction do I want to trigger in people who come into contact with my brand? Should they follow me on social media? Contact me to find out about the professional services I offer? Download a white paper? Subscribe to my email list?

While they may all be objectives to be achieved, you should keep the most important one first. You must decide which has the highest priority, and allow each subsequent option to guide your brand development.

As you can see, neuroscience and design go hand in hand.

How can visual signals be translated into text?

Colours and fonts. These elements should give the right impression of your brand and reinforce your desired action. There is no need to go back to the colour wheel and start from scratch. Chances are, you already know what colours you like. If you are not familiar with the basics of colour psychology, it is good to do some research beforehand, you can also read a related article on colours here: Graphic design Malaga

On text: for headings use a font that is "uncluttered" and stands out from the rest and for body text use a regular font. It is very common to use a sans serif font (without the letters ending in strokes) for headings. Liga Spartan or Open Sans are some solid choices. Serif fonts tend to be more legible in longer passages because they have a more natural fit.

What impact can colours and fonts really make?

The colour and font choices should do much more than just stand out on a static page. You will need to test them in dynamic applications as well.
If you want people to think you are opinionated, choose a bold, capitalised font for your headlines. If you want to convey fun or playfulness, use orange and yellow as part of your brand design - they convey humour and lively communication. If you want people to follow you on social, you need to be friendly, stay away from fonts with rough edges, as they have the quality of being seen as off-putting.

How can you present an image with cohesion?

Once armed with your chosen colour palette and fonts, you can show a cohesive look and feel throughout your advertising materials and online presence, i.e. your websiteYou can use it on social media, social profiles, banners, organic content and any other digital ads. And to take it offline, use it in print materials and campaigns, and of course, don't forget to apply it in your workspace as well.

It is a fact that your own appearance is the most representative element of your personal brand. You usually choose intuitively, and perhaps subconsciously, how your brand will be presented, but did you know that you can test how people perceive what you have crafted? Try for example treating your Linkedin profile picture digitally, improving its brightness and contrast, and then see if it raises or lowers the invitations you get.

The way you present your personal brand will make a measurable difference. It can help you, or it can push you away. Therefore, building a good brand identity is likely to make a positive impact on the achievement of your goals.

Neuroscience and design go hand in hand.