Last weekend my Evolution course ended. An adventure a year long. And only in the last days, I think, I understood something about neuromar…

Last weekend my Evolution course ended. An adventure a year long. And only in the last days, I think, I understood something about neuromarketing. I first learned about neuromarketing in the mid-2000s. Back then I worked as a retail salesperson, first in consumer electronics, then around fashion: Levi's, Stefanel, Diesel - supplying people with clothes. In general, I devoured all books about sales, negotiations. Trainings. Certificates. A book about neuromarketing. There will be such depth there, unavailable to corporate trainers from Nokia. Something on the level of revelations. The revelations were: a red sofa will stimulate neural connections formed from watching advertising, and a person in your establishment will subconsciously choose Marlboro cigarettes from the menu. The pack is red. Like the sofa. You know. Want to sell more cigarettes - you need red sofas. Definitely, this is not meaningless. The brain, as an organ, was created to find relationships. It finds them in everything. You have felt this yourself more than once. A black cat crossed the road - the day will be unlucky. N years pass, and on the last learning module, about interaction with large systems, Zhenya Valyanskaya says: it is useless to resist systems, they will find a way out; if you resist, they will break you. So they do not break you, the first thing you need is to realize by what principles the systems we enter and need work. We live in an era of fast dopamine. You cannot oppose an era or go against the current. Scientists who now say that a future with artificial intelligence must be prevented clearly show that they are already out of the game. AI is not even today anymore, it is yesterday. AI time is already running. Just like the time of fast dopamine. The time of little pleasures. The dopamine release mechanism is a reward for anticipation of the pleasure being received. Not for receiving it. For anticipation! And from the depths of memory crawls out the red sofa from "Neuromarketing". Neuromarketing, let us also say neurodesign, is designing the experience of anticipation from interaction! The Netflix intro and its jingle promise that the next hour will be exciting and fun. Opening a can of Coke with its characteristic sound is anticipation of pleasures. The MacBook touchpad is so tactile that you want to touch it all the time. Neurons are stirred by anticipation of contact with a pleasant surface (by the way, that is why the first standalone touchpad devices were not very good, not fun to touch) And the iPhone. It is made so you want to hold it in your hands. Even turned off. The contrast of edge forms or their smoothness, depending on the model. A slight cold from the screen glass. I remember when I sold Nokia phones, their touchscreens were vomit-soft, it was a strange feeling from touch. And iOS. Liquid Glass - the brain enjoys buttons flowing from one state to another. It has not encountered anything like that anywhere. The brain loves movement on a physical level. Movement recognition activates a neural network, slightly stirs the state of the head. That is why micro-animations work and capture us. And this HDR effect from pressing buttons. The screen is just as bright, but some active part that we touch with a finger becomes even brighter! Mmm. Pleasure. Designing anticipation, shaping expectations. Working with the nervous system, with its stimulation, not with the rational part of the head. That is what this "red sofa" neuromarketing turns out to be P.S. And of course all this experience from game design belongs here too: imposing repeated actions-routines, the Skinner box, and appeal to status