Neuroeconomics (or What Most Designers Have Been Saying For Years)

BusinessWeek online has an interesting if obvious article on the emerging field of Neuroeconomics. If you can’t find time to read it (and it will be a waste of time for some of you), my synopsis of all these so-called breakthroughs based on measurements of brain activity (which challenge previous “rational” assumptions made by economic Nobel prize winners) is: people don’t necessarily make sense. Congratulations. That’s a major breakthrough… I guess.

Well, at least with a bit of science to back us up, Industrial Designers will be able to convince the nutty professors in product development that sometimes the “logical” solution is not the one consumers will understand or purchase.

Nah. Probably won’t make a difference.