Neuroaesthetic design

What is neuroaesthetics, and how does Gensler incorporate it into every design? Christopher Crawford, Studio Director at Gensler, explains how the firm uses neuroaesthetics to shape future-focused designs. Gain valuable insights from his Talk and start designing with neuroaesthetics in mind.

Neuroaesthetics studies how our brains respond to art and design, linking aesthetics with emotional and cognitive responses. Gensler, a leading design firm, specialises in designing with neuroaesthetics in mind.

Gensler Research Institute

Within Gensler, there is a research team specialising in delivering data-driven insights and strategies to help their clients. Since 2008 the firm has done a global workplace survey with the most recent one released in May 2024. The survey looks at the effectiveness of the workplace as well as the experience of the workplace. When adding these two together, they quantify workplace performance.

Gensler scores the workplaces on their optimisation for all five work models: working alone, working with others in person, working with others virtually, learning, and socialising. This year Gensler also scored the workplaces based on experience drivers (beauty, welcoming and inspiring new thinking) and their presence.

The Perception of Beauty

Although ‘beauty is in the eye of the beholder’, as Christopher said, there is still some similarity between how different people and cultures see beauty. Under these similarities, we understand symmetry, biophilia, balanced complexity, openness, daylight, organic lines, and neutral and bright earthy tones. However, these themes are rather visual experiences and not so much immersive. That’s why flexibility, variety and space choice are as important for workplace performance. This was also reflected in Gensler’s study, the workplaces that had a higher variety and flexibility of spaces had a higher performance than workplaces with less variety and flexibility.

To truly grasp how the brain responds to different environments, Gensler primarily employs wearable trackers along with pilot spaces. These temporary installations allow both users and designers to test space concepts, enabling designers to collect data through the wearables and adjust the designs to be more user-friendly.

By leveraging data-driven insights and innovative strategies, Gensler continues to redefine workplace performance, emphasising flexibility, variety, and the seamless integration of beauty into functional spaces. With this mindset and mission, Gensler is a pioneer in designing spaces for every need.