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February 13, 2017

How Engaging Is Your Digital Content?


What makes one piece of creative media go viral? Why are some designs more engaging than others? In today’s digital age, businesses of all sizes are generating a vast amount of content and graphic media, from websites and presentations to social media and video. Consequently, many big companies have started using neuroscience research and theories to optimize their digital content and answer these questions.

Asking customers what they think of something is no longer enough. The fact that our non-conscious mind processes what we see and shapes our reactions outside of our awareness, makes neuroscience more relevant than ever and the creation of engaging content a growing challenge. NeuroDesign, the new book from Darren Bridger, explores this new world of neuromarketing design theories and recommendations, to enable readers to enhance customer engagement, optimize digital channels and boost profitability.

Providing insight to the growing field of neuroaesthetics, this book demonstrates how the key aspects of neuro design can be applied to the most popular types of content and result in improved customer engagement and profit. From social psychology and aesthetics to computer image analysis and artificial intelligence, this book will demystify the world of neuro design and introduce you to all major themes, methods and tools underlying the science.

“With solid science as the starting point, Darren Bridger provides an eminently practical guide to designing for your customer’s brain. Neuro Design is packed with actionable strategies and techniques, and is a must-read for every marketer and designer.” Roger Dooley, author of Brainfluence

“A topic which should be of great importance to anyone in the business of retailing, advertising and marketing. Darren Bridger deals with complex topics in an engaging and practical manner, covering all aspects of the interplay between brain function and product design. Such an understanding is crucial for ensuring consumers stop and buy, rather than walking on by.” Dr David Lewis, Chairman of Mindlab International & Author of ‘The Brain Sell’

About the Author:

Darren Bridger works as a consultant to designers and marketers, advising on using and analyzing data that tap into consumers’ non-conscious thinking and motivations. He was one of the original pioneers of the Consumer Neuroscience industry, and currently works as head of insights at NeuroStrata.

About Kogan Page:

Kogan Page is the leading independent global publisher of specialist professional books and content with over 900 titles in print. Its authors come from some of the world’s most prestigious academic institutions, international commercial organizations or professional associations in Leadership, Management, Marketing, Branding, Human Resources, Coaching, Logistics, Entrepreneurship and Careers. Follow @KPMktng for information about new books and business insights from author experts.

Neuro Design – ISBN: 9780749478889, Price: £19.99 – is available to purchase from Feb. 3, 2017.