Design has a problem

We are all human.
And humans are notoriously bad at knowing how and why they do things.

Even with the best intentions, it means that designers and businesses innovate, create and build with the wrong foundation.
They base their ideas on assumed behaviour and first-person psychology.

In most cases, they design solutions that don’t work as well as they could for other human beings.

At Dura, we are Design Psychologists.

We understand the human brain on a fundamental level and pull this insight into the design process.

Creating solutions that think like, and work for humans.

We design for the human brain

Contact us at

Form for thought - A blog about by Dura design psychology and design thinking for graphic designers, web designers, ui designers, ux and illustrators. Looking into the psychology of colour, user behaviour and advertising psychology.