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I finally got a chance to read a book called βNeuro Web Designβ over Christmas. Iβd heartily recommend it to anyone involved in buying, planning or executing user research.
Why? Because it will make you aware that some influential aspects of design are not consciously processed. In turn, this will make you aware of some potential pitfalls lurking within common user research methods. In their conscious, rational mind most respondents will genuinely and honestly deny that user stats, celebrity testimonials, the word βyouβ, the word βstoryβ, and pictures of food have any influence over their decisions…but they do.
Itβs useful to have an understanding of these principles in order to commission, conduct and analyse research effectively β and make good design recommendations as a result.
Itβs a slim book. I read it in about three hours and Iβm not a particularly fast reader. It starts with an extremely enlightening chapter introducing the Old, Mid and New brains (yes, you have three brains!) and explains their different roles and outlooks. Being introduced to your primitive, but slightly endearing Old Brain is worth the price of the book alone.
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After business school my education began in Soho at Ogilvy & Mather Direct. Very talented and clever people like Steve Harrison and Rory Sutherland helped me learn the im...
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