NeuroDesign2.0: A Framework of Visual Perception in Visual Communication

Abstract: This paper presents NeuroDesign 2.0, an advanced interdisciplinary framework that combines principles of visual design, cognitive process, and general working methods of NeuroDesign to understand the intricacies of visual perception. By utilizing functional near-infrared spectroscopy (fNIRS) and applying poster samples based on the International Typographic Style, our approach aims to clarify the selection mechanisms that explain the visual perception of audiences and influence the effectiveness of design in conveying messages. The study transforms from strategies that focus on the designers to the audiences to discuss the mass reception of visual information and further guide the designers’ practices, Where the audiences’ impression and intuition determine the selection of visual messages. Based on the existing research on design and neuroscience, the study presents a novel experimental method for analysing how the brain perceives visual information. It enhances our comprehension of the complex correlation between human engagement with visual stimuli and the corresponding selection reactions.

Keywords: NeuroDesign, Visual Communication, Visual Perception, Creative Design, Cognitive Dynamics

DOI: 10.54941/ahfe1004754

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