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Author: Darren Bridger
Publisher: Kogan Page Publishers
ISBN: 0749478896
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
COMMENDED: Business Book Awards 2018 - Thought Leader Category Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including the likes of Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimize their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement through their website, and boost profitability. Neuro Design emphasizes the importance of understanding consumers' non-conscious reactions to design and how brands can use them to improve performance, and increase the credibility and persuasiveness of their content. Including practical methods such as neuro-research for testing websites, plus real world case studies from P&G, Coca-Cola, Google and neuroscientific advertising for Nielson, this is the essential handbook for any marketer looking to improve engagement with their creative graphic content. Also covering visuospatial resonance, banner blindness, visual saliency, the Gestalt Psychology Model, the halo effect and much more, Neuro Design will equip any marketer with the design techniques they need to engage with consumers. Online resources include web links to inspiring reading, and further website resources.
Author: Darren Bridger
Publisher: Kogan Page Publishers
ISBN: 0749478896
Category : Business & Economics
Languages : en
Pages : 265
Get Book Here
Book Description
COMMENDED: Business Book Awards 2018 - Thought Leader Category Today, businesses of all sizes generate a great deal of creative graphic media and content, including websites, presentations, videos and social media posts. Most big companies, including the likes of Procter & Gamble, Coca-Cola, Tesco and Google, now use neuroscience research and theories to optimize their digital content. Neuro Design opens up this new world of neuromarketing design theories and recommendations, and describes insights from the growing field of neuroaesthetics that will enable readers to enhance customer engagement through their website, and boost profitability. Neuro Design emphasizes the importance of understanding consumers' non-conscious reactions to design and how brands can use them to improve performance, and increase the credibility and persuasiveness of their content. Including practical methods such as neuro-research for testing websites, plus real world case studies from P&G, Coca-Cola, Google and neuroscientific advertising for Nielson, this is the essential handbook for any marketer looking to improve engagement with their creative graphic content. Also covering visuospatial resonance, banner blindness, visual saliency, the Gestalt Psychology Model, the halo effect and much more, Neuro Design will equip any marketer with the design techniques they need to engage with consumers. Online resources include web links to inspiring reading, and further website resources.
Author: Susan Weinschenk
Publisher: Peachpit Press
ISBN: 0321648765
Category : Computers
Languages : en
Pages : 169
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Book Description
“While you’re reading Neuro Web Design, you’ll probably find yourself thinking ‘I already knew that…’ a lot. But when you’re finished, you’ll discover that your ability to create effective web sites has mysteriously improved. A brilliant idea for a book, and very nicely done.” – Steve Krug, author of Don’t Make Me Think! A Common Sense Approach to Web Usability Why do people decide to buy a product online? Register at your Web site? Trust the information you provide? Neuro Web Design applies the research on motivation, decision making, and neuroscience to the design of Web sites. You will learn the unconscious reasons for people’s actions, how emotions affect decisions, and how to apply the principles of persuasion to design Web sites that encourage users to click. Neuro Web Design employs “neuro-marketing” concepts, which are at the intersection of psychology and user experience. It’s scientific, yet you’ll find it accessible, easy to read, and easy to understand. By applying the concepts and examples in this book, you’ll be able to dramatically increase the effectiveness and conversion rates of your own Web site.
Author: Celia Hodent
Publisher: CRC Press
ISBN: 1351650769
Category : Computers
Languages : en
Pages : 383
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Book Description
Making a successful video game is hard. Even games that are successful at launch may fail to engage and retain players in the long term due to issues with the user experience (UX) that they are delivering. The game user experience accounts for the whole experience players have with a video game, from first hearing about it to navigating menus and progressing in the game. UX as a discipline offers guidelines to assist developers in creating the experience they want to deliver, shipping higher quality games (whether it is an indie game, AAA game, or "serious game"), and meeting their business goals while staying true to their design and artistic intent. In a nutshell, UX is about understanding the gamer’s brain: understanding human capabilities and limitations to anticipate how a game will be perceived, the emotions it will elicit, how players will interact with it, and how engaging the experience will be. This book is designed to equip readers of all levels, from student to professional, with neuroscience knowledge and user experience guidelines and methodologies. These insights will help readers identify the ingredients for successful and engaging video games, empowering them to develop their own unique game recipe more efficiently, while providing a better experience for their audience. Key Features Provides an overview of how the brain learns and processes information by distilling research findings from cognitive science and psychology research in a very accessible way. Topics covered include: "neuromyths", perception, memory, attention, motivation, emotion, and learning. Includes numerous examples from released games of how scientific knowledge translates into game design, and how to use a UX framework in game development. Describes how UX can guide developers to improve the usability and the level of engagement a game provides to its target audience by using cognitive psychology knowledge, implementing human-computer interaction principles, and applying the scientific method (user research). Provides a practical definition of UX specifically applied to games, with a unique framework. Defines the most relevant pillars for good usability (ease of use) and good "engage-ability" (the ability of the game to be fun and engaging), translated into a practical checklist. Covers design thinking, game user research, game analytics, and UX strategy at both a project and studio level. Offers unique insights from a UX expert and PhD in psychology who has been working in the entertainment industry for over 10 years. This book is a practical tool that any professional game developer or student can use right away and includes the most complete overview of UX in games existing today.
Author: Matt Johnson
Publisher: BenBella Books
ISBN: 1950665232
Category : Business & Economics
Languages : en
Pages : 243
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Book Description
Ever notice that all watch ads show 10:10 as the time? Or that all fast-food restaurants use red or yellow in their logos? Or that certain stores are always having a sale? You may not be aware of these details, yet they've been influencing you all along. Every time you purchase, swipe, or click, marketers are able to more accurately predict your behavior. These days, brands know more about you than you know about yourself. Blindsight is here to change that. With eye-opening science, engaging stories, and fascinating real-world examples, neuroscientist Matt Johnson and marketer Prince Ghuman dive deep into the surprising relationship between brains and brands. In Blindsight, they showcase how marketing taps every aspect of our mental lives, covering the neuroscience of pain and pleasure, emotion and logic, fear and safety, attention and addiction, and much more. We like to think of ourselves as independent actors in control of our decisions, but the truth is far more complicated. Blindsight will give you the ability to see the unseeable when it comes to marketing, so that you can consume on your own terms. On the surface, you will learn how the brain works and how brands design for it. But peel back a layer, and you'll find a sharper image of your psychology, reflected in your consumer behavior. This book will change the way you view not just branding, but yourself, too.
Author: Mary E. Harrington
Publisher: Cambridge University Press
ISBN: 1108656331
Category : Psychology
Languages : en
Pages : 201
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Book Description
Using engaging prose, Mary E. Harrington introduces neuroscience students to the principles of scientific research including selecting a topic, designing an experiment, analyzing data, and presenting research. This new third edition updates and clarifies the book's wealth of examples while maintaining the clear and effective practical advice of the previous editions. New and expanded topics in this edition include techniques such as optogenetics and conditional transgenes as well as a discussion of rigor and reproducibility in neuroscience research. Extended coverage of descriptive and inferential statistics arms readers with the analytical tools needed to interpret data. Throughout, practical guidelines are provided on avoiding experimental design problems, presenting research including creating posters and giving talks, and using a '12-step guide' to reading scientific journal articles.
Author: Donald H. Ruggles
Publisher: Fibonacci, LLC
ISBN: 9780692928622
Category : Architecture
Languages : en
Pages : 0
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Book Description
"For centuries, men and women have sought to express beauty in architecture and art. But, it is only recently that neuroscience has helped determine how and why beauty plays such an important role in our lives. Founded on a series of lectures architect Donald H. Ruggles has given over the past ten years, Beauty, Neuroscience and Architecture: Timeless Patterns and Their Impact on Our Well-Being postulates that beauty can and does make a vital difference in our lives, including improving many aspects of our health. In this volume, Ruggles suggests that a new, urgent effort is needed to refocus the direction of architecture and art to include the quality of beauty as a fundamental, overarching theme in two of humanity's most important fields of endeavor--the built and artistic environments."--Provided by the publisher.
Author: Peter Sterling
Publisher: MIT Press
ISBN: 0262028700
Category : Education
Languages : en
Pages : 567
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Book Description
Neuroscience research has exploded, with more than fifty thousand neuroscientists applying increasingly advanced methods. A mountain of new facts and mechanisms has emerged. And yet a principled framework to organize this knowledge has been missing. In this book, Peter Sterling and Simon Laughlin, two leading neuroscientists, strive to fill this gap, outlining a set of organizing principles to explain the whys of neural design that allow the brain to compute so efficiently. Setting out to "reverse engineer" the brain -- disassembling it to understand it -- Sterling and Laughlin first consider why an animal should need a brain, tracing computational abilities from bacterium to protozoan to worm. They examine bigger brains and the advantages of "anticipatory regulation"; identify constraints on neural design and the need to "nanofy"; and demonstrate the routes to efficiency in an integrated molecular system, phototransduction. They show that the principles of neural design at finer scales and lower levels apply at larger scales and higher levels; describe neural wiring efficiency; and discuss learning as a principle of biological design that includes "save only what is needed." Sterling and Laughlin avoid speculation about how the brain might work and endeavor to make sense of what is already known. Their distinctive contribution is to gather a coherent set of basic rules and exemplify them across spatial and functional scales.
Author: Christoph Meinel
Publisher: Springer Nature
ISBN: 3030620379
Category : Business & Economics
Languages : en
Pages : 421
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Book Description
Extensive research conducted by the Hasso Plattner Design Thinking Research Program at Stanford University in Palo Alto, California, USA, and the Hasso Plattner Institute in Potsdam, Germany, has yielded valuable insights on why and how design thinking works. The participating researchers have identified metrics, developed models, and conducted studies, which are featured in this book, and in the previous volumes of this series. This volume provides readers with tools to bridge the gap between research and practice in design thinking with varied real world examples. Several different approaches to design thinking are presented in this volume. Acquired frameworks are leveraged to understand design thinking team dynamics. The contributing authors lead the reader through new approaches and application fields and show that design thinking can tap the potential of digital technologies in a human-centered way. In a final section, new ideas in neurodesign at Stanford University and at Hasso Plattner Institute in Potsdam are elaborated upon thereby challenging the reader to consider newly developed methodologies and provide discussion of how these insights can be applied to various sectors. Special emphasis is placed on understanding the mechanisms underlying design thinking at the individual and team levels. Design thinking can be learned. It has a methodology that can be observed across multiple settings and accordingly, the reader can adopt new frameworks to modify and update existing practice. The research outcomes compiled in this book are intended to inform and provide inspiration for all those seeking to drive innovation – be they experienced design thinkers or newcomers.
Author: Sarah Robinson
Publisher: MIT Press
ISBN: 026253360X
Category : Architecture
Languages : en
Pages : 271
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Book Description
Leading neuroscientists and architects explore how the built environment affects our behavior, thoughts, emotions, and well-being. Although we spend more than ninety percent of our lives inside buildings, we understand very little about how the built environment affects our behavior, thoughts, emotions, and well-being. We are biological beings whose senses and neural systems have developed over millions of years; it stands to reason that research in the life sciences, particularly neuroscience, can offer compelling insights into the ways our buildings shape our interactions with the world. This expanded understanding can help architects design buildings that support both mind and body. In Mind in Architecture, leading thinkers from architecture and other disciplines, including neuroscience, cognitive science, psychiatry, and philosophy, explore what architecture and neuroscience can learn from each other. They offer historical context, examine the implications for current architectural practice and education, and imagine a neuroscientifically informed architecture of the future. Architecture is late in discovering the richness of neuroscientific research. As scientists were finding evidence for the bodily basis of mind and meaning, architecture was caught up in convoluted cerebral games that denied emotional and bodily reality altogether. This volume maps the extraordinary opportunity that engagement with cutting-edge neuroscience offers present-day architects. Contributors Thomas D. Albright, Michael Arbib, John Paul Eberhard, Melissa Farling, Vittorio Gallese, Alessandro Gattara, Mark L. Johnson, Harry Francis Mallgrave, Iain McGilchrist, Juhani Pallasmaa, Alberto Pérez-Gómez, Sarah Robinson
Author: Steve Silberman
Publisher: Penguin
ISBN: 0399185615
Category : Psychology
Languages : en
Pages : 562
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Book Description
This New York Times–bestselling book upends conventional thinking about autism and suggests a broader model for acceptance, understanding, and full participation in society for people who think differently. “Beautifully told, humanizing, important.”—The New York Times Book Review “Breathtaking.”—The Boston Globe “Epic and often shocking.”—Chicago Tribune WINNER OF THE SAMUEL JOHNSON PRIZE FOR NONFICTION AND THE CALIFORNIA BOOK AWARD What is autism? A lifelong disability, or a naturally occurring form of cognitive difference akin to certain forms of genius? In truth, it is all of these things and more—and the future of our society depends on our understanding it. Wired reporter Steve Silberman unearths the secret history of autism, long suppressed by the same clinicians who became famous for discovering it, and finds surprising answers to the crucial question of why the number of diagnoses has soared in recent years. Going back to the earliest days of autism research, Silberman offers a gripping narrative of Leo Kanner and Hans Asperger, the research pioneers who defined the scope of autism in profoundly different ways; he then goes on to explore the game-changing concept of neurodiversity. NeuroTribes considers the idea that neurological differences such as autism, dyslexia, and ADHD are not errors of nature or products of the toxic modern world, but the result of natural variations in the human genome. This groundbreaking book will reshape our understanding of the history, meaning, function, and implications of neurodiversity in our world.
