Make your product more effective by considering how the brain works.

1. Your brain on design
How neuroscience helps us to make things work

2. Components of the brain
Brain Stem: 300 million years old.
Regulates base functions like breathing,
safety, and core body functions.
Limbic System: 200 million years old.
The hub of reactive functions like
emotions.
Neocortex: 200,000 years old. Interprets
conscious thought, and introduces logic.
Prefrontal cortex: 30,000 years old.
Gives humans reason and intellect.

3. System 1 & System 2
•System 1 is the "old brain" including brain stem and
limbic system. We think of emotions and instincts as
System 1
•System 2 are the "newer" parts, the neocortex and
prefrontal cortex. Also shorthand for logic and
analysis.

4. System 1 & System 2
Good branding has to work as both a signpost and an
invitation
•Use a rational appeal + emotional cues
•Learn by association
•Use visual codes to connect to your consumers’ goals

5. SCARF theory
SCARF is a model for
collaborating with and
influencing others.

6. SCARF theory
The brain's desires according to Social Neuroscience
1. Status: our importance relative to others
2. Certainty: the ability to predict the future
3. Autonomy: having a sense of control over events
4. Relatedness: feeling a sense of being safe with others
5. Fairness: the perception of fair exchanges between
people

7. SCARF theory
The brain's desires according to Social Neuroscience
1. Status: our importance relative to others
2. Certainty: the ability to predict the future
3. Autonomy: having a sense of control over events
4. Relatedness: feeling a sense of being safe with others
5. Fairness: the perception of fair exchanges between
people

8. SCARF theory
The brain's desires according to Social Neuroscience
1. Status: our importance relative to others
2. Certainty: the ability to predict the future
3. Autonomy: having a sense of control over events
4. Relatedness: feeling a sense of being safe with others
5. Fairness: the perception of fair exchanges between
people

9. SCARF theory
The brain's desires according to Social Neuroscience
1. Status: our importance relative to others
2. Certainty: the ability to predict the future
3. Autonomy: having a sense of control over events
4. Relatedness: feeling a sense of being safe with others
5. Fairness: the perception of fair exchanges between
people

10. Cognitive Dissonance
When attitudes, beliefs or thoughts conflict.
•Create an investment in the user so they feel it's better to
stay.
•Provide small incentives to engage in unpleasant activities.

11. Eye-tracking
"Making sure that the human eye is drawn towards a
product through its design alone remains an important
factor in sales, but this is 100% context dependent. Put
simply, if everyone's dressed in red, being green wins."
-Fabian Stelzer, EyeQuant CEO

12. F-Pattern
How people typically read a webpage

13. The visual system
•On small fonts, people tended to spend more time on each
fixation (“gulp” of an eye, usually a group of three to six
words). People had to spend more time and energy on
each word. Fonts sized 10 and below had this problem.
•On larger fonts, people had smaller and more frequent
fixations. That means they were taking in fewer words
per “visual gulp.”
People remember more when they have to work harder.

14. Risk vs. Ambiguity
Despite logic, humans often find high-risk, high -
reward scenarios more appealing than those with
low-risk, low-reward.

15. Our brains on brands
The nucleus accumbens (NACC) is activated
when a monetary, chocolate, sexual, luxury,
or other reward is anticipated.
The medial prefrontal cortex (MPFC) is
activated when a preferred brand is seen,
when a loved one is imagined, or when a
reward is received.

16. Approach vs. Reward

17. Choices
Too many choices lead to
poor decision-making.

18. Colour is hardwired

19. Stories
Stories connect to many different aspects of the brain.
•Visual - in our imagination
•Vision and text processing
•Auditory inputs
•Event structure perception

20. Read more!
Neuro Web Design by Susan Weinschenk
Universal Principals of Design by William Lidwell, Kritina Holden and Jill Butler
SCARF: Your Brain at Work (NeuroLeadership Journal)