How Design Makes Us Think: And Feel and Do Things

by Sean Adams

A grotesque poster representing the Axis powers, “A nova ordem—do eixo” “A new world order—the Axis,” preys on the idea that the enemy is a hideous and inhuman creature with malicious intent.{240} It is far easier to kill another if he or she is not another human being sharing the common goals of all people: to be happy and safe. Conversely, heroic images of actual men and women might be used to represent members of our own community.{241

The same areas of the brain that mediate which foods are desirable and who is attractive as a mate respond to aesthetically pleasing art and design. In the presence of beauty, we feel pleasurable emotions such as wonder, joy, and transcendence. Pleasure allows us to step away from reality. When we are absorbed in a pleasant experience such as an engaging book, movie, or piece of music, or a wonderful meal, we lose a sense of time and place. Consider the power of design here; a positive response to an object is neurologically similar to the fulfillment of basic human survival impulses such as hunger and sex.

shopping should be a stressful process. We are parting with resources in exchange for an item that may or may not meet expectations. But, neurologically, shopping engages our brain in the same region as sex or appetite that produces the feeling of pleasure. We are managing two contradictory sensations. While considering the product, one part of the brain engages expecting the joy of ownership. When contemplating the cost, another section is at work evaluating loss of funds. The expectation of the product providing pleasure mediates with the rational side evaluating cost. When a subject decided to not purchase an item, researchers saw increased activity in the section of the brain that deals with feelings of loss.