“It’s not about educating the market but rather letting the market educate us”. – Simon Dingle

With the rise in digital media today, we’re faced with multiple audiences consuming media from multiple channels and sources, whereas before, we were a mass audience consuming media from a single source.

How we share and engage in information nowadays has vastly changed over the last decade. Traditionally, an editor of a newspaper or magazine would write and share his thoughts on current events. Whereas today, however, everyone is able to engage and share content online. As designers, it’s certainly made us more versatile in our thinking.

Acquiring a diverse set of techniques these days, be it in a traditional or digital form, are crucial in adapting to a consumer market that is evolving by the second. Personally, I prefer to use digital software as a complementary tool to my traditional drawing media.

Whatever our methods may be, when it comes to consumer design, a user-centered approach is paramount, as is creating an experience that is as effortless and intuitive as possible.

Who are we creating these interfaces for? And are we creating these experiences for left or right-brained people, or both?

The choices we make as consumers affect our purchases, work, businesses and our financial habits.

With so many decisions taking up time out of our busy schedules, a larger problem emerges: CHOICE OVERLOAD.

This all has an influence on how we process and perceive information.

The concept of the left and right brain only lately popped up in the late 1960′s, while we all use both sides of the brain, each of us has a dominant side.

Those with a right-side dominant brain depend more on visual references, whereas the left-brain is the side that handles organization and logic. Our brains use both of these sides and there is a big difference between the kinds of information we process with the different parts of our brain.

Basically, the left part of our brain decides whether a website is usable and functional or not. Am I, as a user, able to access the information I’m looking for?

Then the right brain helps determine whether or not the experience is pleasurable. It allows users to engage with the product and this is exactly what gets visitors talking to friends and family about products or brands they like or dislike. It memorizes emotional impressions that help people recognize your product or brand the next time they visit.

And the answer? You can’t create a great and unique user experience by only focusing on one brain. The goal within this sphere is to bring about a better understanding of consumers through technology with a focus on the individual.

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