Brand Stories

Psychology to Design

Shimeji Creatives recognizes the importance of applying the principles of psychology to design.

In order to stand out brands can apply the principles of psychology and use neuroscience techniques to create designs that resonate with consumers both in an immediate and lasting way.

Psychological principles regarding behavior, attitudes, aspirations and motivations can help brands understand how their logos or packaging impact customers and make them react. All visuals create a pattern of attention, which is why brands need to give designs a clear focus, given that humans have limited attention spans.

The principle of cognitive load, which relates to the energy it takes to process a task, is very important.  Good design does reduce the mental effort and therefore makes it easier for the consumer to take the desired action, like buying the product.

The same principle applies to the choice of font and colour. Sans Serif fonts like Helvetica for example, require less effort to read, while some colours can evoke an immediate feeling like red for feelings of love or anger and blue evoking trust and calmness.

Neuroscience can also be used to help analysts better understand why certain designs have more an impact on people than others.

According to professor of marketing at Warwick Business School Nick Lee the more references you can connect to a brand, the more likely it is that the memory will be retained and recalled, especially if you can create a positive emotional connection.

To understand a consumers immediate connection and long term engagement with a brand experts  are increasingly applying the concept of System 1 and System 2 thinking to their design strategy.

System 1 is instinctive thinking, processed instantly on a non-conscious level, thereby lowering the cognitive load and it also 90% visual. By contrast, System 2 is a rationalization stage involving cognitive processing, for example when consumers consider what they think of a brand and the reasons to buy it.

Integrating psychology into the design process should happen early on because it is giving brands the ability to tailor their message to the instinctive, System 1 processes that rule our unconscious decision making, using visual cues, vibrant colours and a distinctive aesthetic as unmistakable calls to action.