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Neurodesign: An emerging design discipline that can be used to boost the performance of enrolment and fundraising marketing communications
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.
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Deborah Kohl PhD has over four decades of research experience in brain–behaviour relationships, and she puts her training (MD and PhD) to work every day as she studies the relationship between the brain and user behaviour. She earned her PhD in Experimental Psychology, with a specialisation in cognitive neuropsychology, from Johns Hopkins University, and teaches human-centered design and neurodesign at the University of Baltimore.
Andrés Zapata MA, MBA has actively led interactive projects for higher education clients including The Johns Hopkins University, Cornell University, University of Maryland, University of Washington, University of Mary, Carthage College, and Colgate University. In addition to leading idfive, he teaches User Experience and Interaction Design for the Maryland Institute College of Art’s Graphic Design MFA programme and the University of Baltimore’s MS in Interaction Design and Information Architecture programme. He was a recipient of the American Marketing Association’s ‘40 Under 40 Emerging Leaders’ Award, has an MBA from The Johns Hopkins University and is completing his doctoral dissertation for a DS in Information and Interaction Design from the University of Baltimore.