(via toptal)

There’s a science as to why particular designs catch your eye and get your blood pumping.

The human brain is lazy, biased, and prone to shortcuts.

The user experience study of human cognition can be mushy, unscientific, and filled with false assumptions—perhaps it’s the fault of a lazy brain.

Cognition is complex, and many factors play into gut reactions or an instant impression. When you ask someone, “Why’d you do that?” there’s a high chance they won’t be able to answer or that you’ll misinterpret their response.

Enter neuroscience.