Have you ever noticed how some websites just seem better than others? The look, the navigation or just the feel seems to be more advanced than others. Often times that is due to the website design itself.
This week co-hosts Bob Turner and Dino Pell tell you about the science behind website design on this episode of Online Marketing Guys. You can listen to this episode by clicking the “Play” button below.
Today, web developers use brain science to help them make design choices that subconsciously appeal to our brains. There are four main areas of the brain to consider when doing website design. We discuss each below.
This is the part of the brain that handles executive functions such as motivation, planning, attention, organization and short term memory. For example, we know when looking at a list of items, the brain only remembers those things at the beginning and end of the line, not the middle. So we can place the most important navigational items at the front and end of the navigation list.
Humans also value a loss more than they do a gain. Which is why we respond to the idea of scarcity or loss. If we think something will be taken away, it motivates us to buy. So you can design websites to reflect this instinct.
This area has to do with language. Word choice and readability are important. Your copy should be written for low-literacy users and not contain technical terms or jargon.
Many companies make the mistake of thinking they need to write website content using the jargon of their industry. This is a mistake. It actually works against the temporal lobe.
Technical might make you look smart, but it might also make your reader feel unintelligent and if they feel bad about themselves, they won’t respond to your content.
Vision is processed in this section. Knowing, for example, that the Occipital Lobe wants to see colors that stand out, can help with website design when we need to create call-to-action buttons. If the branded colors on the website are red and blue, then make the buttons yellow so they attract attention.
This is the home of our basic emotions. The three that are the most important to website design are anger, anxiety and inspiration because they can drive you to take action. Humans are emotional machines that also think, not the other way around. So you want to write content that triggers or plays into these three emotions.
When we meet someone new in person, a warm smile, a gentle demeanor and a firm handshake can give us a comfortable feeling. They can also be the first steps toward building trust.
Unfortunately, those things can’t be passed along over the internet. But a website that is designed to appeal to the way our brains process information is also a comfortable experience for us. It can also be the beginning of building trust, as well.
Listen to this episode by clicking “Play” below.
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Bob Turner is a Digital Marketing Consultant with Social Flair Marketing.