Series: Occasional Papers. 2008.
Author: Rubén Ortuño, José M. Sánchez, Diego Álvarez, Miguel López and Fernando León.
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Abstract
The aim of this paper is to present a methodology on the application of neuroanalysis
to the design of banknotes and security features. Traditionally, evaluation of the perception
of banknotes is based on explicit personal responses obtained through questionnaires
and interviews. The implicit measures refer to methods and techniques capable
of capturing people’s implicit mental processes. Neuroscience has shown that, in most
brain processes regulating emotions, attitudes, behaviours and decisions, human
consciousness does not intervene. That is to say, these implicit processes are brain
functions that occur automatically and without conscious control.
The methodology on neuroanalysis can be applied to the design of banknotes and security
features, and used as an effective analysis tool to assess people’s cognitive processes,
namely: visual interest, attention to certain areas of the banknote, emotions, motivation
and the mental load to understand the design and level of stimulation. The proposed
neuroanalysis methodology offers a criterion for making decisions about which banknote
designs and security features have a more suitable configuration for the public. It is
based on the monitoring of conscious processes, using traditional explicit measures, and
unconscious processes, using neurometric techniques.
The neuroanalysis methodology processes quantifiable neurometric variables obtained
from the public when processing events, such as eye movement, sight fixation, facial
expression, heart rate variation, skin conductance, etc. A neuroanalysis study is performed
with a selected group of people representative of the population for which the design of a
banknote or security features is made. In the neurometric study, suitably prepared physical
samples are shown to the participants to collect their different neurometric responses,
which are then processed to draw conclusions.