Program Overview
This program explores the intersection of psychology and design, delving into consumer behavior and human needs to enhance design effectiveness. Taught by an experienced creativity strategist, it covers topics such as brain function, unconscious decision-making, and ethical design practices. The program is designed for sole-traders, creative entrepreneurs, and anyone interested in understanding the psychological underpinnings of design.
Program Outline
Degree Overview:
This course is designed for sole-traders, creative entrepreneurs working in a design role, as well as anyone keen to explore the psychological processes that underpin behaviour in the context of design. The course aims to increase effectiveness in good design to create solutions that exceed clients’ expectations. It covers topics from perception and consumer behaviour to bias and inclusion, helping participants understand how the brain works, consumer psychology, and what drives customers.
Outline:
The course covers the following topics:
- Why psychology matters in design: This module explores how the brain works, how to make the best use of it, and how human needs can be met with good design.
- Design and consumer psychology: This module delves into human behaviour and decodes unconscious decision making, exploring why people do what they do and how to ethically influence minds and shape behaviour. It also examines current challenges designers face in creating engaging experiences and how to use neuroscience and behavioural science to help people make better decisions. The course is delivered through a combination of lectures, discussions, and informal learning spaces that allow for exploration, discussion, critique, and shared learning.
Teaching:
The course is taught in-person at the Summit Centre in Kirkby-in-Ashfield. It runs for two days, Thursday 12 & Friday 13 September 2024, from 10am-4pm. The tutor is Yvonne Richardson, a creativity strategist and educator with over 20 years of innovation experience. She has a degree in psychology and a postgraduate diploma in applied psychology and is currently a lecturer at Nottingham Trent University in the School of Art and Design.
Other:
The course is delivered through the Enterprising Ashfield project, which is funded by the Government's Towns Fund. Nottingham Trent University (NTU) offers free (fully funded) places on this course to support individuals and employees of businesses based in the towns of Kirkby-in-Ashfield and Sutton-in-Ashfield.
