The corporate world has finally started catching up with web designers. Companies from different niches and markets are trying to recruit and retain the best web design experts out there. As these specialists complete projects, many of the hiring companies remain quite happy with the websites they end up getting. However, a good website doesn’t mean the company knows WHY it is a good website. That requires an explanation.
Principles of cognitive science and neuroscience combined with the principles of quality customer experience (CX) and user experience (UX) constitute something known as ‘neuro design,’ – which allows design specialists to communicate their creativity better. Neuro design is a new concept, an approach that concentrates on mental triggers behind customer experience that are then employed to create designs based on client interactions, user behavior, and human trends. Neuro design can be useful to explain why a certain experience is substantially good or bad. Understanding what’s going on from a neuroscientific perspective, empowers web designers, and web design companies in San Francisco to generate experiences that lead to high website conversion rates.
Neuro design is built with the target user’s nature in mind in even the smallest detail. This approach necessitates research into behavior and context before deciding on a website’s primary priorities. By administering objective interviews with potential users at the very beginning of a web design project, the web design team can get accurate insights to both negative and positive experiences. Neuro design research helps create websites that are more empathic for your target audience.
So, Why Is Neuroscience That Important?
If you take a look at the sites of some of the largest companies of the past 20 years, you’ll see how they have changed. Furthermore, normally, to stay up to date with all this technological evolution, design trends, and Google inventions, you must update your site at least once a year. Do you remember the time when you just started using the Internet? Do you remember the amount of information that was normally available on a web page? Websites were overloaded with text. Today, web designers use neuroscience in their work, and their websites are deeply researched. Your attention gets grabbed at just right the moment. Like clockwork, a function emerges to make your life simple, save your time, generate better experience. All of this, of course, works to boost the site’s conversion rate.
More and more companies and web designers are using advanced neuroscientific and psychological concepts to turn what used to be an art into a science. Companies like eBay, Google, and many others are already integrating neuroscientific discoveries into their website designs. There’s a science to how humans view the Internet. Whether on desktop computers or mobile gadgets, whether you are male or female, old or young, common web design elements attract users – a mix of contrasts, colors, contours, locations, and more. It’s science.
Incorporating key neuroscientific principles in web design will allow you to convey your message in the most effective way possible. Neuro design is an approach that lets you look at brain triggers behind good customer experience and use them to help make better design decisions based on customer behavior and human trends. It may help you define a good or bad experience, as has already been outlined above. It provides you with information about how your target audience receives information and makes crucial decisions.
Neuroscience in web design has shown us that most decision-making is automatic, intuitive and instinctive and is carried out in System 1, the “rapid response, fast-thinking” part of our brains. After that initial automatic response, we then rationalize our decisions in System 2, the “slow thinking,” reflective, and logical part of the brain. This way of decision-making affects everything from our choice of partner to our choice of brands and products. For this reason, web designers should create sites that connect with the intuitive and instinctive System 1 decision-making part of the brain, as well as the sense-making of System 2 – the rational part of the brain. What you should know here is that System 1 is visually based – about 90%. This means, purely rational advertising and design is not enough; you have to always embrace and utilize the emotional part, too. Doing that will allow you to add value to your brand better, boost customer loyalty, and more. So, before hiring a web design agency, you should sit down with the team and see what they know about neuro design.
Neuro Design Tip #1. Colors
Use colors to affect the mood. The subconscious mind notices colors quickly. Read up on color psychology and choose the colors that make your visitors feel good. The most important thing to know here is that the human eye notices contrast. The color of the button won’t matter as much as the way the color differs from your overall design. If most of your site is blue, using a blue call to action button is a bad choice. Creating contrast is key. The trick here is that even though the majority of people say that they prefer green over red when talking about conversion rates, tons of studies favored red over green. So don’t base your decision on people’s favorite colors – instead, base your decision on studies and which color has done the best with conversions.
Neuro Design Tip #2. Emotions and Associations
Drive emotions, it is critical to your success! Headlines and images can quickly spark emotions, so use them! For example, it’s well known that emotional headlines get more shares. If a person feels good while browsing your site, he will associate those feelings with your site and vice versa. You should play with emotions and associations. The cup of coffee study is a good reference here. This was a study where there were two groups of participants, and they needed to share emotions about the same topic. In the end, those who were holding a warm cup of coffee had a positive view on the given situation, and those with a cold cup of coffee had a negative one. This study demonstrates the types of associations you can work with – the irrational and subconscious of your visitors. Our decisions are often driven by deeper cognitive forces. The more aware of them you are, the more you incorporate them into your site, and the better your results will surely be.
Neuro Design Tip #3. Provide Control
We like to be in control. We like to have options and the ability to make decisions rather than be told what to do. Provide an “Undo” option; users frequently click on buttons by mistake and end up removing something important, which can lead to panic. Give them an option to go back.
Neuro Design Tip #4. Choice
Another experiment that you may find interesting is one about choice. A good example is the six jars of jams vs. 24 jars of jam experiment. It demonstrates that when you have less choice, conversion rates are higher. Let’s see why. Just by comparing option 1: a table with 24 jars of jam with option 2: a table with six jars of jam, things become clear. When there are 24 bars of jam, people stop more, but buy less; 60% stop, only 3% buy as for the table with six jars of jam, 40% stop, 30% buy. Even though people always say they prefer to have many options when you give them this desired number of options, they freeze, and in the end, they don’t know which one to choose. Too many options are annoying, and so they leave. People don’t really know what they want, and sometimes they don’t know what is better for them. Therefore don’t ever base your decisions on what your target audience likes. Be more discerning – base your decisions on what they do and how they do it.