REIMAGINING FASHION
NEURODESIGN FOR FASHION & SUSTAINABILITY

Type

3D Modelling, Virtual Reality

Year

2022

Fashion is an emotional decision, not a rational one. When sustainability and look are weighted consciously against each other, the ethical aspects usually come last. This is where NeuroDesign and technology come to play to craft designs that appeal to the brain, through display and presentation. This immersive experiment puts fashion to the test against 3 design guidelines stemming from neuroscience findings on the types of shapes, proportions, and visual cues that capture the brain’s attention, to form new design strategies and recommendations for sustainable brands.

Overview

Contrary to popular belief, humans are surprisingly irrational. According to Harvard Professor Gerald Zaltman, 95% of our purchase decisions occur in the subconscious mind. People are often unaware of the brain mechanisms that drive their preferences, yet they create rational explanations for their choices—this phenomenon is known as choice blindness. It reflects our limited understanding of the roots of our thoughts and emotions.

Neuro Design seeks to validate design preferences our brains are naturally drawn to by examining existing design principles used by designers, marketers, and advertisers, whether consciously or unconsciously. These principles are used to capture attention, shape preferences, and sell products. Neuro Design also aims to establish new guidelines, helping designers create more user-centric and effective products. For example, research shows people prefer packaging that appears to smile at them and dislike imagery that points downward or at them.

This project tests three neuroscience-based design guidelines that influence decision-making, aiming to discover visual cues that help sustainable brands communicate more effectively with their audience.

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NeuroDesign Guideline 1

Symmetry vs Asymmetry

The first guideline to be tested within the experiment is symmetry. According to the Merriam-Webster dictionary, symmetrical is defined as “capable of division by a longitudinal plane into similar halves” while asymmetrical is defined as “having two sides or halves that are not the same”.

NeuroDesign Guideline 2

Angular vs Circular

People generally have an instinctive preference for curves over sharp or angular designs. Sharp shapes signify objects that could hurt us so it’s natural that our visual brain instinctively avoid them. A study found that adults and babies, and even monkeys, are more likely to spend time looking at tapered or curves shapes. Thus it can be concluded that it is a universal visual brain preference rather than learned from a particular upbringing.

NeuroDesign Guideline 3

Non-sustainable Cues vs Sustainable Cues

The third neuro design guideline that is within the realm of speculative and controversial is subliminal messaging. Studies show that “images that we see immediately before or at the time of a decision can influence our behavior without having to persuade us rationally.” (Bridger, 2017). Thus, what started as an urban myth opened up significant conversations and research about how our non-conscious minds work.