In-person course
in Nottingham Maker & location details

Psychology for Designers (weekdays) - Nottingham Trent University

Description

This course is for anyone working in a design, creative or research agency, as well as sole-trading creative entrepreneurs, who’s keen to explore the psychological processes that underpin behaviour in the context of design. From perception and consumer behaviour to bias and inclusion, the course will help you increase your effectiveness in good design to create solutions that exceed your clients’ expectations. The consumer landscape is constantly evolving, and the way consumers interact with brands has transformed. 88% of high-ranking executives say that customers and employees are changing faster than they can change their business (Accencture Song 2022). This emphasises the need for designers to be quick to respond to consumer behaviour in order to survive. One of the ways of doing this is by understanding the psychology of design. This course will help you to understand how the brain works, consumer psychology and what really drives your customer. It will help you become an effective designer who gets things noticed, gets consumers to engage and gets them to react, On this course, you’ll complete the following modules: Why psychology matters in design You’ll learn about how your brain works, how you can make the best use of it, and how human needs can be met with good design. Design and consumer psychology You will explore human behaviour and decode unconscious decision making, i.e. Why we do what we do? And how we can ethically influence minds and shape behaviour? You will explore current challenges designers face when attempting to create engaging experiences, and how we can use neuroscience and behavioural science to help people make better decisions. The course will be a combination of lectures, discussions and informal learning spaces that allow for exploration, discussion, critique and shared learning. Slides, templates and workbooks will be available to download after the course for future reference. What will I gain? By the end of the course, you will understand how psychology can be applied in the context of design and consumer motivations. You will have the skills to create designs that sell and win hearts and minds. Level: Intermediate / Professional Entry requirement: You should have experience of working in a creative environment, but no formal qualifications in design are required. Tutor profile: Yvonne Richardson is a creativity strategist and educator with over 20 years’ of innovation experience. A creativity provocateur and critical thinker, her training courses draw from her background in psychology, strategic marketing and brand-building. Yvonne has hopped across companies, freelancing gigs, hit burnout (and bounced back), took a sabbatical, moved into academia, launched an idea and evolved it into a business… and made plenty of mistakes along the way. Basically, she has been at both the creative coalface and led others through creative process. With a degree in psychology and postgraduate diploma in applied psychology, Yvonne is currently a lecturer at Nottingham Trent University in the School of Art and Design where she is the subject expert on creativity, innovation and consumer psychology.