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Neurodesign: An emerging design discipline that can be used to boost the performance of enrolment and fundraising marketing communications

Author

Listed:
  • Kohl, Deborah

    (Professor and Program Director of the D.S. in Information and Interaction Design in the Division of Science, Information Arts, and Technologies, The University of Baltimore, USA)

  • Zapata, Andrés

    (EVP of Strategy, idfive, USA)

Abstract

The emerging field of neurodesign employs fundamental knowledge about human brain function to enhance the effectiveness of interface design. This information can be applied to websites and other marketing materials to capture donor and prospective student attention to drive action. Some basics of brain function are described, and specific creative directions stemming from the knowledge of brain–behaviour relationships with respect to attention, working memory and emotional reactivity are offered.

Suggested Citation

  • Kohl, Deborah & Zapata, Andrés, 2021. "Neurodesign: An emerging design discipline that can be used to boost the performance of enrolment and fundraising marketing communications," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 6(3), pages 268-278, December.
    • Handle: RePEc:aza:jeam00:y:2021:v:6:i:3:p:268-278
    as

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    More about this item

    Keywords

    neurodesign; conversion rate optimisation (CRO); design; recruitment; fund-raising;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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