When it comes to design, many ads are prepared according to personal tastes or past experiences. On the other hand, it is possible to understand or predict the areas of consumer focus on neuroscience research. In the designs based on this information, it is possible to transfer the message as desired.
It is useful to make some definitions before examining the scientific design. Graphic design is the activity of organizing a visual communication element in the community. It uses technology while it is being implemented and thus aims to make communication more efficient.
However, it is intended to have a perceptual and behavioral effect in humans. Therefore, one of the main concerns in the process of formation should be whether the prepared design creates an output perceptually or behaviorally. (Bennet, and Heller, 2006)
In order to produce both perceptual and behavioral output, the legibility, aesthetics and communication efficiency of the graphic design must be parallel. The aesthetic quality of a graphic design does not reflect the total quality. To create a quality and successful advertisement in the professional world, experts from different fields such as marketing, sociology and psychology should work together with the designer. (Bennet, and Heller, 2006)
When it comes to design, many ads are created based on personal tastes, intuitions or past experiences. On the other hand, the focus of the consumer's attention in a publication has been proven by universally accepted information. It will be possible to convey the message to the consumer as desired in a declaration based on empirical data in which the target mass reactions and the brain's auto pilot mode are also taken into consideration. Scientific design and those who want to learn more about the brain's autopilot mode over here let's.
To give an example, one of the important factors that will determine the success of visual design is the concept of whitespace which is not used properly by many graphic designers and is sometimes unnecessary by some marketing managers. Whitespace refers to the empty spaces actually found in visual studies. However, empty spaces create a balance for filled areas and allow these areas to be perceived as full.
The elements in the design must be compatible with the gaps. When there is too much space, the content disappears in the space, in very little space, the contents compete with each other and the announcement becomes exhausting. (Golombisky, and Hagen, 2010). When the 'Whitespace' is used correctly, it will create a space for the eyes to relax and will make it easier for the person to relax and perceive the content. If a visual is too intense or complex, people looking at the visual will be uncomfortable and lose interest. (Malamed, 2015)
In a setting where every place is full, there will be no meaning of fullness and no feature will come to the forefront in a advertisement where every feature is intended to be emphasized. As a result, even a small detail affects the success of the work very much.
The inscriptions written in white on a dark background, due to the light reflected from the letters, eats the eye in long-term readings. Although it is relatively easy to read on a full white background, the light that shines in the background causes the eye to get tired. The ideal is to use a black font font written on a full non-white background. (Uxmovement, 2011).
Why did he actually change the Google logo? Can the scientific design be focused?
he fonts used up to colors also open different doors. Quotes and simple fonts can be read more fluently on the web than serif fonts. Since a nail-less font contains fewer shapes, it will contain less data for the user. In this way, simple fonts are less tired for readers. This is a good example of Google's transformation to get rid of quotes in the new logo. Do you think that a logos we see every day is simplified and freed to make us less weary?
All this shows the importance of getting to know and understanding people as always in visual studies.
People think that neuromarketing can find the buying button in consumer’s mind. We will discuss that issue in our article ”Neuromarketing and Ethics”.