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

Deborah Kohl and Andrés Zapata
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Deborah Kohl: 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
Andrés Zapata: EVP of Strategy, idfive, USA

Journal of Education Advancement & Marketing, 2021, vol. 6, issue 3, 268-278

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.

Keywords: neurodesign; conversion rate optimisation (CRO); design; recruitment; fund-raising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2021:v:6:i:3:p:268-278

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