Dutch designer Merel Bekking has come up with an experiment to find the "perfect" design by scanning people's brains to determine the aesthetic qualities they best respond to.
Merel Bekking teamed up with scientists in Amsterdam to create a method for scientifically researching people's preferences in shape, colour and material using an MRI scanner. Their results showed that our brains respond most positively to objects that are red, plastic and formed in closed organic shapes.
Describing herself as a "research-based designer", Bekking worked with Dr Steven Scholte from Neurensics, Europe’s first neuromarketing research and consulting firm, and the Spinoza Centre for Neuroimaging in Amsterdam to carry out the research.
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