Neurodesign

Neurodesign is an interdisciplinary approach that applies findings from neuroscience to the design process. Practitioners seek to align products, interfaces, environments, and media with how the brain perceives, attends to, remembers, and makes decisions, with the aim of improving usability, engagement, learning, and user satisfaction. The field draws on cognitive neuroscience, affective neuroscience, and psychophysiology, emphasizing how perception, attention, memory, emotion, and reward influence interaction.

Design practice in neurodesign may combine traditional usability methods with neuro-informed measures. Common methods include eye-tracking to assess visual attention, pupillometry and facial electromyography to gauge arousal, and, in some studies, EEG or fMRI, alongside behavioral metrics such as task success and dwell time. Core design concepts derive from neuroscience: reducing cognitive load, providing clear attentional cues, optimizing salience, leveraging embodied cognition, and supporting memory encoding through consistent structure and meaningful cues. The aim is to align with natural neural processing patterns rather than to override user choice, thereby enhancing clarity and engagement.

Applications span digital interfaces, branding and advertising, consumer products, architecture and built environments, education, and training. The field overlaps with neuromarketing and neuroaesthetics but remains debated, particularly regarding methodological rigor, cost, ecological validity, and ethics. Critics caution against overinterpreting physiological signals or manipulating behavior without transparent consent. Proponents argue that neurodesign can yield more intuitive, accessible, and effective designs when used responsibly and in concert with conventional user research.