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Impact vs Meaningful

One factor that is often overlooked in design is the role of neuroscience in design experiences. The element that  stimulate the senses and encourage positive interactions.

In the search for meaning …

 |  Antonio Caballero

With the rise of digital technologies and increased access to information, there is greater pressure than ever before to create innovative, engaging experiences that stand out from the crowd. In order to do this successfully, it is crucial that we approach our design process with a deep understanding of what truly makes an experience meaningful and impactful.

Experiential design is about more than just aesthetics; it is about creating an emotional connection between the user and the product or service. When done well, it has the power to transform ordinary experiences into something special and memorable.

What are we missing?

Empathic and none-bias ethnographic research is a critical component of experiential design, as it allows us to understand the needs and wants of our audience and their deeper embedded symbolic systems. By taking the time to learn about our users, we can create designs that are tailored to their specific needs and preferences, which not only makes them more likely to engage with our design, products or services but also allows us to improve and evolve over time based on the feedback that we receive.

Experiential design is a necessary component in the creation of innovative experiences. By understanding how the brain works and what triggers certain reactions, we can create designs that are more effective and memorable.

” We do not see things as they are… We see things and we are! “
Antonio Caballero

At the end of the day, what truly matters is whether our designs are actually able to deliver on their promise of innovation and engagement. By staying true to our vision and maintaining a deep level of focus and dedication, we can create experiences that are truly meaningful and impactful. In the end, this is what will ultimately set us apart from the rest and help us achieve our goal of revolutionizing our memories from the experience.

Wrapping Up

There is a growing body of research that explores the intersection of creative design and neuroscience. This research is helping us to understand how the brain processes information and how we can use this knowledge to create more meaningful experiences.

Some of the key findings from this research include:

  • The importance of visual stimulus in triggering certain reactions in the brain.
  • The role of emotion in memory and recall.
  • The importance of narrative in creating a connection with the audience.

By incorporating these insights into our design process, we can create experiences that are more engaging and impactful. Whether we are designing for consumers or for businesses, a meaningful design is critical to the success of any experience.


  • Understanding Visual Cues in Visualizations

    Ha-Kyung Kong University of Illinois at Urbana-Champaign, et al. “Understanding Visual Cues in Visualizations Accompanied by Audio Narrations: Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems.” ACM Conferences, 1 May 2019,

  • Which visual cues work best to drive attention?

    Labay, B. B., & Ben Labay Ben is the Managing Director at Speero. He has a background as a research scientist specializing in statistics and data science. Ben combines years of academic and statistics training with customer experience and UX knowledge to h. (2018, July 6). Which visual cues work best to drive attention? [original research]. CXL.

  • The impact of visual cues, reward, and motor feedback

    Pakan, J. M. P., Currie, S. P., Fischer, L., & Rochefort, N. L. (2018, September 4). The impact of visual cues, reward, and motor feedback on the representation of behaviorally relevant spatial locations in primary visual cortex. Cell reports. Retrieved May 5, 2022, from

  • Impacts of Cues on Learning and Attention

    Liu, Rui, et al. “Impacts of Cues on Learning and Attention in Immersive 360-Degree Video: An Eye-Tracking Study.” Frontiers, Frontiers, 1 Jan. 1AD,

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From the desk of:

Antonio Caballero

Creative Research Designer

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