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Consumer Psychology for Designers

  • Level(s) of Study: Professional / Short course
  • Course Fee:

    Available at no cost to eligible individuals (see criteria below).

  • Start Date(s): Next course starts on 25 January 2024
  • Duration: Thursday 25 & Friday 26 January 2024, 10am-4pm, two days.
  • Study Mode(s): Short course
  • Campus:
  • Entry Requirements:
    More information


Please note: This course is delivered through the Enterprising Ashfield project, which is funded by the Government's Towns Fund. Nottingham Trent University (NTU) is pleased to offer free (fully funded) places on this course to support individuals and employees of businesses that are based in the towns of Kirkby-in-Ashfield and Sutton-in-Ashfield.

The standard fee would normally be £450.

This course is for any sole-traders, creative entrepreneurs working in a design role, as well as anyone keen to explore the psychological processes that underpin behaviour in the context of design.

Increase your effectiveness in good design to create solutions that exceed your clients’ expectations; from perception and consumer behaviour to bias and inclusion, this course will help you to understand how the brain works, consumer psychology and what really drives your customer.

What you’ll study

Become an effective designer who gets things noticed, gets consumers to engage and gets them to react.

The consumer landscape is constantly evolving, and the way consumers interact with brands has transformed.
88% of high-ranking executives say that customers and employees are changing faster than they can change their business (Accenture Song 2022).

This emphasises the need for designers to be quick to respond to consumer behaviour in order to survive.
One of the ways of doing this is by understanding the psychology of design.

The course will be a combination of lectures, discussions and informal learning spaces that allow for exploration, discussion, critique and shared learning.

Slides, templates and workbooks will be available to download after the course for future reference.

During this course you will complete the following topics:

Why psychology matters in design

You’ll learn about how your brain works, how you can make the best use of it, and how human needs can be met with good design.

Design and consumer psychology

You will explore human behaviour and decode unconscious decision making, i.e. Why we do what we do? And how we can ethically influence minds and shape behaviour?

You will explore current challenges designers face when attempting to create engaging experiences, and how we can use neuroscience and behavioural science to help people make better decisions.

What will I gain?

By the end of the course, you will understand how psychology can be applied in the context of design and consumer motivations.

You will have the skills to create designs that sell and win hearts and minds.

How you’re taught

In-person from the Summit Centre in Kirkby-in-Ashfield.

Contact hours

Thursday 25 & Friday 26 January 2024, 10am-4pm, two days.

Tutor profile: Yvonne Richardson

Yvonne is a creativity strategist and educator with over 20 years’ of innovation experience.

A creativity provocateur and critical thinker, her training courses draw from her background in psychology, strategic marketing and brand-building.

Yvonne has hopped across companies, freelancing gigs, hit burnout (and bounced back), took a sabbatical, moved into academia, launched an idea and evolved it into a business… and made plenty of mistakes along the way.

Basically, she has been at both the creative coalface and led others through creative process.

With a degree in psychology and postgraduate diploma in applied psychology, Yvonne is currently a lecturer at Nottingham Trent University in the School of Art and Design where she is the subject expert on creativity, innovation and consumer psychology.

Entry requirements

Level: Intermediate/Professional

You should have experience of working in a creative environment, but no formal qualifications in design are required.

To be eligible for a place, you must live or work in the towns of Kirkby-in-Ashfield or Sutton-in-Ashfield. To check if your home or work postcode is eligible visit the Enterprising Ashfield postcode checker page.

Fees and funding

This course is available at no cost to eligible participants.

How to apply

Click to here apply

If you have any questions about this course, you can email or call us at +44 (0)115 848 2813.