“Man is an animal endowed with reason” that is how Aristotle described the human being more than 2000 years ago. Over time, science has been able to scientifically explain the main source of this reasoning ability: a much more developed brain than any other species. In fact, some website design strategies are based on the latest findings on the human brain and how it works.
That’s why it’s interesting to look at different website design strategies that take into account the unique characteristics of each part of the brain.
CREATE A WEBSITE BASED ON THE FRONTAL LOBE
The frontal lobe is associated with “executive functions” such as motivation, planning, attention, and short-term memory. He considers the options and the consequences of the actions.
1. ORGANIZE CONTENT TO MARK THE SPIRIT
When organizing the different elements that will be presented on a web page, put the most important things at the beginning and the end. The reason for this strategy is that the attention and retention of readers are much lower in the middle part of a text. As visitors browse the page, the first and last items are more likely to stay in the short-term memory. So you have a much better chance of arousing curiosity or creating a positive memory with an effective primer than with a central paragraph, no matter how interesting.
Also, do not include too many items simultaneously. Short-term memory can only contain seven elements at a time. If your navigation menus include more than seven links, divide them into smaller groups.
2. TAKE ADVANTAGE OF BRAIN AVERSION FOR LOSSES
Humans are not effective cost/benefit calculators. We tend to overestimate losses and undervalue earnings. In other words, the losses are more painful than the gains are pleasant. This loss aversion can be useful to web designers and writers. To take advantage of this characteristic of human reasoning, you should:
- Highlight the negative impacts of not using your product or service.
- Group the costs together and list the benefits separately.
- Focus on immediate gains.
- Create urgency with limited time offers.
- If the product is rare, say so.
3. ENJOY THE GROUP EFFECT OF HUMANS
People tend to do like other people. So by giving evidence that others have chosen you, choosing your business seems logical. The goal is to give the impression that any decision that does not involve your business is outside the acceptable standard.
So that’s a good reason to give weight to your arguments by maximizing the group effect:
- Customer testimonials or customer reviews
- Social media widgets showing your number of subscribers
- Approval of relevant influencers
- Media logos where your company was mentioned
- Trusted Seals, including Memberships, Security Certificates, and Awards
DESIGN CONTENT ADAPTED TO THE TEMPORAL LOBE
With the frontal lobe, the temporal lobe plays a key role in understanding language. This is where language and meaning are treated.
4. CHOOSE THE RIGHT WORDS
The navigation buttons and the page writing style should be easy for visitors to understand. Use a common vocabulary that readers will understand easily. Avoid long sentences. Do not use jargon. Long sentences and whimsical words force the temporal lobe to work harder and discourage many internet users.
Accessible writing for “less educated” users works well for everyone. It’s not about lowering the quality level, it’s about using simple expressions that everyone can understand. Using a high level of language can make you look smart, but it can create a sense of incompetence in the reader. What you really want is to inspire actions. Unfortunately, a surfer who doubts himself is unlikely to act. In this sense, be accessible in your writing.
STIMULATE THE OCCIPITAL LOBE THANKS TO THE DESIGN
This region is the visual processor of the brain. It manages the perception of space, color, and movement.
5. BET ON THE RIGHT COLORS
In the 1930s, German scientist Hedwig von Restorff discovered that when given a list of ten items, people remember more about items that are of a different color than others. This is because the occipital lobe is sensitive to visual differences.
Experiments have shown that colors are not just ordinary those that people remember, they are the ones they click: 60% more!
Choose an action color for all your links, buttons, and rollover effects. Opt for a color distinct from the palette used throughout the design. Do not use this action color anywhere other than in interactive elements.
THE TONSILLAR COMPLEX AND EMOTIONS INSPIRED BY A WEBSITE
Tonsils play a key role in the formation and storage of emotional memories.
6. CHOOSE EVOCATIVE TITLES
Titles are not only the first thing seen on a page, but they are also viewed more than anything else. These can quickly arouse emotions. Research shows that titles that inspire strong emotions are much more shared than others by Internet users. Moreover, the three types of emotions that share the most on the Web are anxiety, anger, and inspiration.
That’s why you should try to write titles that trigger very positive (or very negative) emotions, especially for blog posts.
CONCLUSION
The creation of websites and web marketing are relatively new and sometimes unpredictable science. Like all sciences, they involve from time to time a trial and error strategy. Try these techniques in your website design and measure their results. You may find that some tips work better than others, but be aware that any technique that considers brain anatomy is likely to pay off!
However, to save time, you can rely on the team web design My Little Big Web. The professionals who compose it know how to exploit the instinctive reflexes of the Net surfers in order to make benefit their customers. Do not hesitate to contact us now.
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