And humans are notoriously bad at knowing how and why they do things.
Even with the best intentions, it means designers and businesses innovate, create and build with the wrong foundation.
They base their ideas on assumed behaviour and first-person psychology.
In most cases, this means they create solutions that don’t work as well as they could for other human beings.
Dura is a Design Psychology studio.
It was founded with one mission, to put psychology at the core of the design process.
We help businesses design with the brain in mind and teach teams to embrace the power of design psychology.
When 90% of our behaviour is subconscious, how much are you missing?