It is important for business owners to think about advertising from a psychological perspective. Customers respond to visual and textual stimulation differently, depending on the type of advertisement they are looking at. Web design is very similar to an advertisement; it’s a visual display of available services for a specific company or cause. Here are some of the psychological ways customers respond to different website designs and why.
1. Customers don’t respond well to “busy” websites. Busy websites are ones that have too many colors, out of order navigational links, and an excessive amount of multimedia or imagery. These websites do a disservice to the company designing them. They cause an increase in cognitive load. When there’s too much cognitive load, the customer’s brain will automatically shut down and prevent over-flow of information in the neocortex, or the “thinking” part of the brain. As a result, content and information will be lost on the user.
2. Customers respond well to websites that use “shared information” techniques. Humans are individuals, but they also depend on a collective group for knowledge. We make predictions based on shared knowledge, or information that is commonly held to be true. For example, we all know that the earth is round, so scientists can make predictions about the earth’s rotation based on this assumption. Businesses must create a web design that understands what users know, and what they want to learn more about. This can be accomplished through surveys, focus group studies, and research about the way customers respond to different stimuli.
3. Customers respond overwhelmingly to visual stimuli and entertainment. 90% of information transmitted to the brain is visual, and over visuals are processed 60,000 times faster in the brain than text (3M Corporation & Zabisco). Text and content are important, but they take longer to read and understand than an image. We need images that relate to our mental image of how something should look. In other words, a day spa needs to have images of relaxation: candles, a woman getting a massage, etc.; because that is the way we imagine a spa in our head.
The brain responds differently to different types of designs. Humans have three parts of the brain: the thinking part, the emotional part, and the instinct part. Designers need to target the thinking part of the brain when creating a website. They can go about this by not designing “busy” websites, using shared information techniques, and developing aesthetically pleasing and stimulating images that convey a central message. Bigwig Monster Media has many low cost, available web design options that uses these techniques to apply towards a target audience.
The Best Time to Redesign Your Website
The Best Five Fonts for Getting Noticed
3 Dead Easy Tips for Eye Catching Icons
Streamlining the Design Process
Intuitive Web Design: Focus on User Experience
Privacy & Security on Mobile Devices