The final report
Curious about the value neuroaesthetics can bring to your work? I'd love to chat.
Design Research
Innovating
for feeling
Embedding neuroaesthetics
into innovation frameworks
In an era of overstimulation, what's truly considered captivating? This capstone research – as part of a Masters of Arts in Innovation Management at Central Saint Martin's – explores how the emerging science of neuroaesthetics can reshape innovation itself. Blending emotional resonance and embodied experience with the proven Double Diamond model, a first-of-its-kind framework was developed that brings beauty, meaning, and depth to the innovation process.
Read on for a deep dive into the research process and results.
neuro • aesthetics (noun)
An emerging discipline within cognitive neuroscience that explores how the brain perceives and responds to aesthetic experiences. It combines neuroscience, psychology and the arts to understand the neural mechanisms behind emotional and cognitive reactions to sensorial stimuli, informing design, creativity and human-centered innovation.
Neuroaesthetics
The Approach
This study applied a mixed methods, interdisciplinary research approach using triangulation across several key phases. Each phase informed the next, ensuring a cumulative, grounded framework development process and novel findings.
01. Literature Review
Conducted an in-depth study of neuroaesthetics, neuroscience, psychology, sensemaking, and innovation, identifying gaps in existing models to offer unique value with neuroaesthetics.
02. Field Research
Spoke with 15+ boundary-pushing experts to shape the research journey, testing theory, grounding insights, and adding real-world texture to a speculative field.
03. Case Study
Performed a multi-case study dive into how neuroaesthetics sparks innovation in the real world, connecting earlier research with tangible outcomes and creative breakthroughs.
04. Sensory Workshop
Designed and led a hands-on lab with 18 designers, where multi-sensory prompts stirred creativity and emotion, ultimately revealing how emotional resonance fuels deeper cognitive engagement.
05. Data Analysis
Integrated insights across literature, case studies, and workshops, that culminated in two novel frameworks – advancing neuroaesthetics as a catalyst for sensemaking and innovation.
06. Final Report
A comprehensive thesis integrated the developed frameworks and findings, while an editorial companion translated insights into a visually engaging, accessible narrative – bridging academic rigor and design acumen.
The Outputs
While thesis requirements involved aligning the report to a chosen academic journal’s formatting specifications, a standard Word document wouldn’t satisfy the key insights from the study – namely, the value and impact of a visual experience on cognitive processing and sensemaking. Along with the required journal article, I crafted a visual report showcasing the key models and frameworks developed from the research. The report brought the insights to life in a more engaging way than what a long-form document, validating the impact of visual and semiotic cues on cognitive sensemaking (a key piece of the research).
