Neurodesign: How the Brain Makes Decisions (and How to Influence It)
95% of buying decisions are subconscious. We use science to design better experiences. Daniel Kahneman’s “System 1” and visual hierarchy.
Your customer doesn’t read your website. They *scan* it. And they decide in 50 milliseconds. It’s not their fault — it’s evolution. Our brain (reptilian brain) constantly searches for threats and opportunities while spending as little energy as possible. Neurodesign is not manipulation; it’s making the brain’s job easier.
System 1 vs System 2
Nobel laureate Daniel Kahneman divided thinking into two systems:
- System 1 (fast): Automatic, emotional, instinctive. (“That button is red, I’ll click it.”)
- System 2 (slow): Logical, calculating, lazy. (“Does this €12 monthly fee include VAT?”)
Good design speaks to System 1. If you make the user think too much (cognitive load), System 2 turns on and says “I’ll do this later.” (And they never do.)
Eye movement: F‑pattern and Z‑pattern
We know exactly where people look. F‑pattern: On text‑heavy pages (blogs), people scan left to right, then a bit down, then right again. Z‑pattern: On landing pages, the gaze moves diagonally. Logo (top left) → CTA (top right) → Image (center) → Final CTA (bottom). Place important info (price, “Buy” button) along these lines.
Von Restorff effect:
“Different stands out.” If you have 3 pricing plans and all are blue, customers pick the cheapest. If the middle plan is yellow and slightly larger, 60% choose it.
FAQ: Neuro‑marketing
Is a red button always best? +
Myth. Red works only if it stands out. If your page is red, a red button disappears. Color must contrast with the background.
What is Hick’s Law? +
The more choices, the longer the decision takes. If you show 10 products at once, the customer buys none. Offer 3.
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