Read the perfect design from the human brain

Read the perfect design from the human brain
Read the perfect design from the human brain
Anonim

Dutch designer Merel Bekking tries to define the perfect design equation using an unusual method. Born in 1987, Bekking, who claims to be a research-based designer, worked on the development of a method with a research group whose aim is to find the perfect design by scanning the brain and reading the reactions, reports dezeen.com. And if everything is true, he succeeded. The results showed that our brain reacts most positively to red, plastic objects and closed organic shapes.

The latest big cannon of marketers is the MRI scanner
The latest big cannon of marketers is the MRI scanner

An employee of the neuromarketing research and consulting company Neurensics, as well as the team of the Spinoza Center for Neuroimaging, which has extensive experience in nervous system imaging, participated in the research. By the way, neuromarketing based on magnetic resonance imaging (MRI) (the effect of advertisements and advertisements on the brain and their examination) is not new, a strategy based on a similar principle was already tried by Houston neurobiologist Read Montague in 2004.

The women and men between the ages of 20 and 30 who took part in the experiment lay in the MRI scanner for an hour and were shown different images, materials, colors, shapes and paintings. To ensure authenticity, the subjects were not told what kind of testing they were taking part in. In the 252 pictures presented, the participants saw five different materials: wood, paper, plastic, steel and stone. The subjects were shown eight types of shapes (for example, round, rectangle, square, or organic with a natural effect) and ten different colors. The paintings depicted light, violent, erotic scenes, social activities or food.

This is our taste represented in sets
This is our taste represented in sets

“Different emotions are responded to by different parts of the brain. If, for example, we show paintings depicting violence, such as the works of Goya or Caravaggio, it triggers a reaction, an instinct in another part of the brain, as if we had shown an erotic scene, explains Bekking. He added: the result is surprising because the subjects liked it completely differently after the experiment than during the testing.

“When it comes to designer objects, this shows especially well that although people subconsciously like many things, in reality they would never choose them, because they prefer socially accepted things to what they like. Before the testing, for example, people liked the color blue, wood, round and open shapes, while during the MRI scanner examination the same people preferred the color red, plastic and organic, closed shapes more, said the young scientist. designer who, knowing the results, wants to create a perfect collection of everyday objects, which she will present to the general public and the industry in April at the 2014 Fourisalone exhibition and fair in Milan.

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