Brands are applying the principles of psychology and using neuroscience in brand and design to resonate with consumers.

 

All visuals create a pattern of attention and have a cognitive load, which determines the energy it takes to process the messages being delivered. System 1 thinking is instinctive and processed instantly on a non-conscious level, whereas System 2 involves cognitive processing and therefore greater effort.

Aligned design reduces cognitive load and makes for a more complete experience for the consumer and therefore a greater brand experience.

 

We are working with Lorenz Consultancy who offers expertise in commercial rent review and associated property advice. The process of rent review is highly specialised and very complex. By adopting a narrative that is simplified yet authoritative, and a design that is bold and approachable, we have been able to educate our target audience on how to negotiate a review successfully, but at the same time giving them a simple choice – do it themselves or hand it over to an expert.

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