Think about those websites or products that were pleasing to your eyes. Now, think about those that made you feel like you had information overload. Whatโs the difference? The first one was designed with neuroaesthetics in mind.
Neuroaesthetics is the study of how the brain is affected by aesthetic experiences, like looking at visual arts or hearing music. Graphic and web design for neuroaesthetics is about understanding the brain science behind visual perception and creating experiences for users that provide them with that comfortable, pleasurable feeling when interacting with your interface.
Understanding Neuroaesthetics
Everything in science is complicated, right? Neuroaesthetics is no different, but letโs boil it down to a couple of main ideas.
Neuroaesthetics is the scientific field of study of the neural systems that contemplate or create a work of art. Altogether, it merges psychology, neuroscience, and the philosophy of aesthetics to understand how the brain responds to visual or aural stimuli.
In graphic or web design, applying neuroaesthetics means understanding how elements such as color, shape, layout, and composition can influence user perception and experience. The aim is to create designs that are not only visually appealing but also cognitively engaging and emotionally satisfying.
The Science of Visual Perception
Several important principles should be considered when creating designs that incorporate the science of visual perception. For example, Gestalt Principles like proximity, similarity, continuity, and closure can help designers create organized and intuitive layouts. The brain tends to perceive visual elements as part of a greater whole rather than in isolation.
Itโs also important to consider eye movement patterns. Scientific studies have repeatedly shown that users online often follow an โFโ or โZโ pattern when scanning a webpage. Consider placing critical information along these patterns to ensure it gets seen. For instance, place a logo and navigation at the top of your site to ensure that it aligns with natural eye movement.
One of the most serious mistakes visual designers can make is overwhelming the viewer with visual clutter. This is tied to the neuroaesthetic principle known as โcognitive load.โ
Understanding Cognitive Load
Cognitive load is the total information our brains can process at a given moment. The less there is to process, the faster and easier it is for the brain to understand. Too much information causes us to feel overwhelmed. For example, consider someone walking into a new restaurant with a huge menu full of all kinds of different options. Itโs not uncommon for all the choices to cause the person to freeze up and not be able to order anything. This can be a source of stress and irritation.
To reduce cognitive load, designers can focus on user-centric designs that strike a balance between simplicity and visual appeal as well as the need to provide sufficient information.
The brain likes smooth visual flows, so expert designers use techniques to guide user attention and improve focus by following visual paths.
Proximity, similarity, and continuation are all principles of visual design that consider how the brain processes information as entire patterns rather than as individual elements. When designing anything, it needs to be looked at holistically. Itโs important to evaluate how the combination of visual elements works together for the greater whole.
Lastly, research shows that symmetrical and balanced designs are often perceived as more aesthetically pleasing and can reduce cognitive load.
Breaking Down Color Theory
One of the first things the brain processes is colors. Aesthetically speaking, different colors can evoke specific emotional responses and have varying levels of visibility and contrast. Since this is one of the first visual things we process, itโs crucial to get this right from a design perspective.
Psychology and brain science have revealed that color is emotionally perceived. Designers should always consider color theory and the effects their color choices have on the brain. For example, red can be stimulating and attention-grabbing, while blue is often associated with calmness and trust.
These neuroaesthetic color effects should also be evaluated in light of your brand and its goals. Understanding that green can promote relaxation and is often associated with health, you may decide to use it if you are designing for an eco-friendly brand or wellness app. On the other hand, a better choice may be to use a more yellow color palette โ yellow is a color known for evoking happiness and energy.
Itโs also important to consider the cultural context of colors, as meanings can vary widely across different societies. In Western cultures, the color red is often associated with love, passion, and danger. In South Africa, the same color symbolizes mourning and is commonly seen at funerals.
Ultimately, by integrating a scientific approach to color theory, you can create visuals that not only attract but also deeply resonate with your audience, enhancing user engagement and satisfaction.
Designing For The Brain
Incorporating the principles of neuroaesthetics into graphic and web design can significantly enhance the userโs experience by aligning visual elements with the human brain’s natural preferences and processing capabilities. This not only makes designs more appealing but also more functional and user-friendly.
At Matcha Design, we understand the complexities of neuroaesthetics and have spent years honing our craft. If you want designs that are appealing on every level, get in touch with us to see how we can help your business.
