How neuroaesthetics can truly influence your design decisions

May 10, 2024 Written by Abby Kury

Image: Pexels

Have you ever wondered why a particular painting leaves you breathless while another one does nothing for you? Or why a certain brand logo feels instantly trustworthy while another seems off-putting?

The answer might lie in a fascinating field called neuroaesthetics. Neuroaesthetics bridges the gap between science and art, delving into the neurological underpinnings of our experience of beauty.

While the saying goes that "beauty is in the eye of the beholder," there's more to the story. 

Neuroaesthetics reveals that our brains do play a significant role in how we perceive and respond to aesthetics. It explores the biological mechanisms behind our perception of beauty, uncovering the common threads that weave together what we find visually pleasing or emotionally resonant.

I know what you’re thinking – good design is meeting the personal preferences of your target audience. But what if we told you that the studies in the neuroaesthetics industry says the opposite is true?

In fact, it has been proven humans share more common ground in design preferences than we realise. Imagine the possibilities! This newfound understanding unlocks a powerful tool for businesses. By harnessing the principles of neuroaesthetics, companies can craft designs that resonate on a deeper level, subconsciously influencing emotions and driving engagement.

Here's the kicker: Brands that leverage this knowledge gain a significant edge. And we here at Brandripe can tell you exactly why and how.  Want to be one of those smart companies? Stay tuned as we delve into the fascinating world of neuroaesthetics, revealing the universal design principles that make your brand irresistible.

The design principles of neuroaesthetics

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Neuroaesthetics play a huge part in our daily lives. Image: Freepik

So what is the universal language of beauty (known as neuroaesthetics) that resonates deep within us?

Here are some key principles to keep in mind:

  • Symmetry and harmony: Our brains seem wired to find symmetry and harmony aesthetically pleasing. Balanced compositions, predictable patterns and a sense of order trigger a feeling of satisfaction.
  • Biophilia: The connection with nature is deeply ingrained in us. Elements that evoke nature, like natural light, organic shapes and calming colours like blues and greens can generate positive responses.
  • Contrast and complexity: While order is attractive, a touch of well-placed contrast can add interest. Our brains crave a little complexity to keep us engaged. However, too much chaos can be overwhelming, so the key is finding the right balance.
  • Familiarity vs novelty: There's a sweet spot between familiar and novel that neuroaesthetics explores. We tend to appreciate designs that have some elements of familiarity, allowing for easy comprehension, but also incorporating a touch of novelty to spark interest.
  • Cultural influences: It's important to remember that while some principles hold true across cultures, there can also be cultural variations in what is perceived as beautiful. Understanding your target audience is crucial in design.

Colour selection in neuroaesthetics

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There is science behind colour. Image: Pexels

Neuroaesthetics bridges the gap between neuroscience and design, revealing the fascinating interplay between colour and our emotional responses (Di Dio, C., & Gallese, V., 2015).

By harnessing these insights, designers can create impactful experiences that not only foster a sense of visual appeal but also evoke desired emotions and drive engagement. Imagine a healthcare website bathed in calming blues and greens, promoting a sense of trust and well-being, or a retail space bursting with vibrant oranges and reds that stimulate excitement and encourage exploration.

The following sections will delve into the formal exploration of colour selection within neuroaesthetics. We will explore the established principles of colour psychology, analysing how specific hues speak to the brain, influencing everything from mood and perception to brand recognition.

Ultimately, this exploration aims to equip designers with the knowledge to not simply choose aesthetically pleasing colours, but to leverage colour as a powerful tool for strategic design communication.

  • The colour wheel of emotions:

Different colours evoke distinct emotional responses. Warm colours like red and orange tend to energise and stimulate, while cool colours like blue and green promote feelings of calmness and peace. Imagine a fast-food restaurant using bold reds and yellows to create a sense of excitement, while a spa utilises calming blues and greens to evoke relaxation.

  • Cultural connotations:

Colour meanings can vary across cultures. Red might symbolise love in the West but signifies good luck in China. Understanding your target audience's cultural background is crucial for effective colour choices.

  • Colour psychology in action:

Beyond basic emotions, colours can also influence our perception of size, weight, and even brand trustworthiness. For example, a dark blue website might convey a sense of authority, while a light yellow can make a product appear lighter and more affordable.

Case studies of brands using neuroaesthetics

Don’t just take our word for it. Let’s take a look at global brands who are using the neuroaesthetics principles to their advantage.

In this section, we will also explore the specific neuroaesthetic design principle applied by these brands.

Apple: Where minimalism meets trust

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The Apple brand. Image: Unsplash

Apple's brand identity is synonymous with clean lines, negative space and a minimalist aesthetic. This is beyond visual appeal; it taps into our inherent preference for order and simplicity. These elements trigger feelings of trust and calmness, perfectly aligning with Apple's image of reliability and innovation.

Patagonia: Creating connection through nature

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A Patagonia poster. Image: LinkedIn

Patagonia is a brand built on a love for the outdoors. Their logo features a stylised mountain silhouette, and their marketing materials are filled with breathtaking natural landscapes. It leverages the biophilic principle in neuroaesthetics.

According to various research, elements of nature can evoke feelings of well-being and connection – a perfect emotional fit for Patagonia's adventurous and environmentally conscious audience.

Tiffany & Co: The power of blue

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Tiffany & Co, famous for its own shade of blue. Image: Unsplash

Step into a Tiffany & Co. store, and you're instantly enveloped in their signature shade of blue. This isn't an arbitrary choice; it's a strategic use of colour psychology. Blue is associated with feelings of luxury, sophistication and trust – which perfectly aligns with Tiffany's brand image of timeless elegance and quality.

Why Brandripe is your perfect design partner

Smart companies understand the power of a trusted design partner. At Brandripe, that's exactly what we strive to be.  With over 500 partnerships with SMEs, global businesses and marketing teams, we've honed our expertise in neuroaesthetics across hundreds of thousands of projects.

But what truly sets Brandripe apart?

  1. Neuroaesthetics at the core: We don't just design; we understand the science behind crafting visuals that resonate on a subconscious level. We translate your brand goals into designs that trigger the right emotions and drive engagement with your audience.
  1. Unleash the power of on-demand design: Get the design support you need, whenever you need it. Our flexible subscription model allows you to scale your design needs up or down as your business evolves.
  1. Transparency you can trust: With Brandripe, there are no hidden fees or surprises. Our fixed monthly subscription provides clear pricing and a streamlined workflow that integrates seamlessly into your existing processes.

Plus, here are more reasons to work with us!

  • Unlimited requests & revisions: Our global design team is here to ensure your vision comes to life. We offer unlimited revisions until you're completely satisfied.
  • Speed & efficiency: Meet your deadlines with confidence. We deliver high-quality designs within a clear turnaround time (24-48 hours) so you can stay on track.
  • A global design powerhouse: Tap into a diverse pool of talent. Our team boasts a wide range of design expertise, from social media graphics to product packaging, presentations, illustrations and more.
  • Source files included: We believe in transparency. You'll receive the source file for every finalised design, giving you complete ownership and control.
  • AI-powered brief generation: Embrace innovation. Save time and effort with our AI-powered brief generator. Craft accurate, detailed briefs that ensure our designers deliver top-notch work aligned with your specific business goals.
  • Free-trial available: We believe in the services we provide, so don’t worry about any upfront commitment, you are welcome to try out our services for free to see if we are a right fit.
  • Better risk management: Compared to hiring in-house or a freelance designer, our services come with better risk management at a fraction of the cost. With affordable pricing, you are getting the best deal in town!

Contact Brandripe today for a free 15-minute Demo Call, and let's discuss how we can help you craft a brand identity that resonates with your audience and fuels your business growth!


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