Wyllow Hildner
Research Question:What role does consumer neuroscience play in the brand choice process and how can it be used by companies to gain brand preference?
Thesis Statement:The brand choice process involves many different areas of the brain that inform the five phases of brand preference formation: identification, attention, predicted value, experienced value, and remembered value. A company is able to utilize these areas of the brain and increase their chance of achieving brand preference by assuring that their brand, messaging, and design choices are salient and attractive, relating to the goals of their desired audience, and easy to recall.
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Thesis Paper:
Action Project Description:My goal was to use my new knowledge of consumer neuroscience to inform my design choices when creating new websites for both Animas High School and HikerAlert. I hope that these new design choices impact audience website activity for both of these organizations, and, in turn, increase their brand engagement.
Along with general facelifts, the most important things I chose to focus on for each website were the websites' messages and optimizing visual saliency through the use of using specific design choices. |
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