Visual preference psychology: Marketing opportunities
You will study the underlying cognitive processes of the mind and understand how visual characteristics interact with the decisions that consumers make. Learn about cognitive processes and how to use them to your advantage. The objective of this course is to discover the effects of visual characteristics on decision making, such as the colour of a car, the outline of a container or the environment of a waiting room. Visual features, to some extent, guide our behaviour and evoke emotions. Cognitive psychology has studied these effects in different contexts, including effects on consumers and decision makers. The course presents the current scientific literature on the subject. Additionally, through workshops experimenting with different products, participants will understand the challenges of empirical data. Participants will obtain information from the scientific literature and workshops in which they will reproduce some classic experiments to take advantage of cognitive psychology and visual science to understand the visual preference of consumers.