Brain Response to Good and Bad Design

Abstract

This paper is about the decision of whether good or bad design is the result of the human brain process. Our research team has used the technique of functional MRI and Electroencephalogram (EEG) to address the question of how the brain answers while subjects viewed different designs. Classifying the good or bad designs, subjects chose a mouse button to decide their perception of good or bad design and we analyzed their patterns of EEG rhythms and fMRI. The results of fMRI showed that the perceptions of different feelings of designs are associated with the frontal lobe and the occipital lobe. After analyzing the EEG by the Event-related brain potentials (ERP) method, we also found that the amplitude of ERP components in perception of bad design is greater and latency is shorter than that of good design. Therefore, the human brain responds sooner and stronger in perception of bad feeling.