Neuroaesthetics and Design 

Neuroaesthetics and Design 

At the intersection of design and neuroscience lies the emerging field of Neuroaesthetics, which is often hailed as the science behind visual appeal. 

Scientists are delving deeper into the unconscious effects of design elements such as colors, shapes, visual space, symmetry, and balance. As designers, we feel that understanding how these elements influence a potential client or user is crucial in creating effective (and appealing!) content. The goal is to craft branding, websites, and materials that tap into the recesses of the mind, evoking specific emotions, desires, or outcomes. So, how can designers achieve this?

Remember the mood rings of the 90s? While they may not have accurately predicted moods, there’s truth in associating color with emotions. For instance, blue often signifies peace and tranquility, while orange conveys warmth and energy. Our brains subconsciously link colors with tangible emotions. Our design approach at Craft & Root assigns colors to a brand based on primary, secondary, and tertiary usage. This strategy guides our clients in using colors strategically to evoke desired meanings in alignment with the overarching brand strategy for both web and print content.

Visual hierarchy is a fundamental aspect of any designed piece, whether it’s typography styles or the user experience of a webpage. A clear role for each element, holding its own space, is vital. Consider the last time you visited a website overloaded with content, only to realize you barely absorbed any information. The eyes need breathing room and visual space to comprehend and process information. In the realm of neuroaesthetics, providing space in designs enables customers’ brains to process your sales pitch effectively, helping them understand what your product or service is, and whether it is the right fit for them.

Have you ever played trivia games where you recognize mainstream logos without accompanying words?  Try it out below!

Our brains have impressive recall and recognition abilities. Therefore, when designing with neuroaesthetics in mind, maintaining consistency with defined brand elements across platforms is essential. While companies may want to change their logos, if they have strong brand recognition, we would likely suggest a facelift (as opposed to a full redesign) so that the logo remains recognizable. We would also suggest refining colors, fonts, and layout styles – ensuring the logo matches an elevated overall look. This allows customers’ brains to connect the dots while infusing a sense of freshness into the branding strategy.

In conclusion, the marriage of design and neuroscience opens up a realm of possibilities for creating impactful and emotional experiences for customers – ultimately guiding us in making choices that will help companies effectively communicate with their audiences, and helping achieve their KPIs. 

As designers, embracing neuroaesthetics means creating appealing designs and strategically leveraging colors, fonts, spacing and layouts, and brand consistency to engage customers on a deeper level. Crafting a visual narrative that aligns with the subconscious cues of the brain sets brands apart in a competitive landscape, leaving a lasting impression on the minds of consumers and keeping them coming back for more.

To read more on Neuroaesthetics, check out The Harvard Crimson’s Article: Beauty of the Brain.