Neuroarchitecture: How the Built Environment Shapes Our Brain

In recent years, the convergence of neuroscience and architecture has given rise to a fascinating and rapidly growing field: neuroarchitecture. The idea is simple yet powerful: built environments influence our brain, our emotions, and our behaviors, often unconsciously. Today, thanks to functional magnetic resonance imaging (fMRI), EEG, GSR, eye-tracking, and Mobile Brain/Body Imaging (MoBI) technologies, we can finally observe in real time how space shapes our mind.

Architecture Activates the Brain: What the Studies Say

One of the most comprehensive contributions comes from the study by Coburn, Vartanian, and Chatterjee (2017) published in the Journal of Cognitive Neuroscience. The authors propose a model called the "aesthetic triad", involving three major brain systems:

1. Sensorimotor systems: visual, auditory, tactile, vestibular, and olfactory perception.

2. Knowledge-meaning systems: memory, culture, expectations.

3. Emotion-valuation systems: emotional response, reward, approach/avoidance behavior.

According to this model, architectural experience is multisensory and immersive, constantly activating areas such as the precuneus, anterior cingulate cortex, parahippocampus, and insula. For instance, environments with high ceilings activate areas linked to visuospatial exploration and abstract thinking, while closed, windowless spaces stimulate regions associated with stress and fear, like the amygdala.

Offices: How Design Influences Emotions and Performance

A study by Shemesh et al. (2021) combined EEG, eye-tracking, and GSR to measure real-time emotional responses in various virtual environments. Researchers manipulated proportions, curvatures, and dimensions of spaces and analyzed the reactions of both designers and non-designers.

Results: symmetrical, open, curvilinear spaces generated more aesthetic pleasure, while cramped or disproportionate environments increased distress—especially among non-designers.

In office contexts, these insights are critical. Working in environments with curves, natural light, and warm materials can reduce unconscious stress and improve overall mood. A sense of “openness” and “control” also enhances agency and motivation.

This is supported by Fich et al. (2014), who found that participants immersed in a virtual windowless room showed higher and prolonged spikes in salivary cortisol (a stress biomarker) compared to those in rooms with exterior views.

Ann Sussman & Justin Hollander, FAICP: Ann Sussman & Justin Hollander: Cognitive Architecture and Human-Centric Design

In their book Cognitive Architecture: Designing for How We Respond to the Built Environment, Sussman and Hollander emphasize that humans are biologically wired to seek patterns, symmetry, and face-like features in their environments. They argue that modern architectural designs often neglect these innate preferences, leading to spaces that can cause discomfort or stress. Their research, utilizing tools like eye-tracking, demonstrates that environments lacking in these human-centric features can lead to increased cognitive load and reduced emotional well-being. 

Steven J. Orfield: Sensory Comfort and Architectural Design

Steven J. Orfield, through his work at Orfield Laboratories, has extensively studied how architectural elements impact human perception and comfort. His research indicates that environments with high sensory complexity—such as excessive noise, poor lighting, or lack of visual cues—can lead to increased stress and decreased productivity. Orfield advocates for design approaches that prioritize sensory comfort, suggesting that spaces should be tailored to reduce perceptual noise and align with human sensory processing capabilities

Retail: Emotions, Form, and Purchase Decisions

In retail, spatial form can either stimulate purchasing behavior—or inhibit it. In a study using fMRI (Vartanian et al., 2013), participants viewed images of curvilinear and rectilinear interiors while making approach-avoidance decisions. Curvilinear spaces more strongly activated the visual cortex (calcarine and lingual gyrus) and the anterior cingulate cortex, suggesting greater emotional positivity and interaction readiness.

In a follow-up study (Vartanian et al., 2015), ceiling height and enclosure were manipulated. Results: higher, more open rooms were rated as more beautiful and triggered greater activation in the dorsal visual stream, associated with visual exploration and attention. Closed rooms, by contrast, diminished engagement.

For retail brands, this means that stores with open spaces, perceived height, and soft contours can positively stimulate the customer’s brain—encouraging longer visits and greater willingness to buy.

Applied Neuroscience in Action: Introducing Emotivae Sense

At Neuralisys, we’ve translated these research findings into a practical, real-world solution: Emotivae Sense, a real-time emotion analysis system designed to decode how consumers feel within retail spaces.

Using facial microexpression recognition powered by AI and neuroscience-based algorithms, Emotivae Sense can detect and interpret emotions like surprise, frustration, or engagement as they unfold during the shopping experience. (98 emotions in total).

What sets Emotivae Sense apart is its ability to modulate the environment in response to detected emotional states. Whether it’s lighting adjustments, changes in soundscape, or olfactory stimuli, the system can intervene to optimize emotional engagement and reduce cognitive friction—without interrupting the customer journey.

In retail, this means:

• Extending dwell time in key areas
• Reducing shopper stress in high-traffic zones
• Reinforcing positive emotional anchors near high-margin displays
• Testing window designs or layouts before launch using biometric feedback

While traditional research relies on verbal reports or post-visit surveys, Emotivae Sense captures what the brain feels but the mouth doesn’t say. It’s an invisible layer of insight that helps brands create truly resonant in-store experiences.

Beyond Aesthetics: The Importance of Bodily Interaction

The study by Wang et al. (2022), published in Frontiers in Human Neuroscience, highlights that most traditional research has been conducted with stationary participants observing 2D images—limiting ecological validity.

Thanks to Mobile Brain/Body Imaging (MoBI), participants were allowed to move freely through real or virtual environments. In one experiment (Djebbara et al., 2019), researchers analyzed brain responses as participants walked through doors of varying widths. Even without crossing, simply viewing a narrow or wide doorway altered activity in motor and visual areas. The brain reacts automatically to spatial affordances—even without explicit interaction.

This means that even a shop window, a threshold, or a hallway can unconsciously trigger approach or avoidance behavior in consumers.

Interview with Kieu Wong

To deepen the conversation, I spoke with Kieu Wong.

Kieu Wong is the Senior Director of Academic Sales for North America at iMotions , a leader in human behavior research software. With over a decade of experience, she helps experts and thought leaders integrate biometric technologies—such as eye tracking, facial expression analysis, and EEG—into their research.Kieu specializes in bridging academia and industry, supporting researchers in fields like consumer insights, UX, human factors, and architectural design. She leads a dynamic sales team, driving strategic growth and partnerships across higher education. 

My questions for Kieu:

1. Kieu, in your opinion, what’s one of the most overlooked aspects of behavioral research in architectural design?

Many designers overlook how much unconscious perception influences human experience. People may not articulate why they feel relaxed or anxious in a space—but their biometric responses, like elevated heart rate or gaze fixation patterns, tell us everything. Behavioral research gives us access to these silent signals. If we only rely on aesthetics, post-occupancy surveys or intuition, we miss out on the emotional truth of how people actually feel and behave in a space.

2. How have tools like eye-tracking or EEG changed the course of design in real-world projects?

These tools have become the bridge between intention and impact. I’ve seen cases where an architect believed a space felt “open and inviting,” but eye-tracking data showed people avoided key areas or failed to notice important visual cues. With EEG and GSR, we’ve measured cognitive overload in spaces that appeared minimal but were subconsciously disorienting. Once the data points from these sources come in, teams rethink lighting, signage, layout—even scent. It’s humbling and empowering to see the scientific data validations reshape design choice as it directs the focus back to human-centered design!

3. What advice would you give to architects just starting to explore neuroscience-informed design?

Start simple. You don’t need a PhD or a big lab to begin. Even basic eye-tracking studies or simple emotional response testing can yield powerful insights. Remember that having strong data validation is key! Partner with research experts like your team, Marco, from Neuralisys or  Ann Sussman at theHapi.org, a nonprofit leading the way for human centered design. A platform like iMotions can make the multimodal data accessible. And most importantly—get curious about why people behave the way they do in your spaces. You’ll start to see your designs through an entirely new lens as now you will know what your clients truly want and need.

4. Are there environmental features that unconsciously shape our emotional response more than others?

Absolutely—light, ceiling height, and spatial orientation are huge. For example, low ceilings and poor sightlines can trigger a subtle fight-or-flight response, even if the materials are beautiful. Curves tend to feel more inviting than sharp edges in most spaces. And movement paths like wayfinding—how people navigate through a space—can deeply affect mood, stress and perceived control. The brain is constantly scanning for safety, freedom, and sensory clarity, often without us realizing it. 

5. If you could design a future coworking space, which behavioral insights or biometric tools would you prioritize—and why?

I get asked this question often by our clients. Flexible zones that support different cognitive states (focus, collaboration, restoration), natural light with adaptive brightness, and movement-friendly layouts that encourage flow. I learned from my grandfather the meaning of Feng Shui. From a biometric standpoint, I’d track stress responses (GSR), facial expressions, voice analysis, breathing (Respiration), and attention (eye-tracking) during pilot testing. If the data shows fatigue or distraction in certain areas, that tells me something needs to change. Ultimately, I’d design with the nervous system in mind—not just the visual palette nor codes I need to adhere to. 

While iMotions and Neuralisys are not currently collaborating on neuroarchitecture projects, we share a clear and aligned mission: to raise awareness of how the built environment can—and should—be informed by the way the human brain functions. Designing environments that truly support human well-being is not a luxury—it’s a responsibility. If we want to create spaces that enhance people’s lives, we must begin with how the mind perceives, experiences, and remembers them.

At the intersection of neuroscience and design, both iMotions and Neuralisys contribute to a new era of research and practice—one that merges biometric precision with architectural insight. Platforms like iMotions enable researchers and design professionals to integrate tools such as eye-tracking, facial expression analysis, EEG (electroencephalography), GSR (galvanic skin response), and even Virtual and Augmented Reality (VR/AR)  into their investigations. These technologies allow us to measure how people unconsciously react to spatial elements—ranging from store layouts and ceiling heights to lighting, furniture positioning, and material textures.

These studies can take place in both real-world environments and immersive virtual simulations, allowing for iterative testing and data-informed decision-making well before construction begins. Whether the goal is to understand how design impacts emotional engagement in a retail setting, increases dwell time, or reduces cognitive load in a workplace, this approach helps translate intuition into measurable, actionable design intelligence.

If you're exploring how to incorporate behavioral data into your architectural vision, we welcome the opportunity to be part of the conversation—and to help shape spaces that are truly designed for the human experience.

Kieu Wong will be at the American Institute of Architects Conference in Boston, June 5–7. If you're attending and would like to connect, feel free to stop by and say hello at booth #1862!