Finally, the corporate world has started catching up with the web design industry and all its novelties. A wide range of firms are doing their best to win over and employ reputable web design specialists. As web designers finish these projects, more and more companies are happy with their hyper professional and chic websites. But, even so, most don’t grasp how and why these sites are doing so well for their business.
This is the era of neuro design. It is a design trend that combines the principles of cognitive science and neuroscience, together with great customer experience and user experience. This trend lets the web design wizards communicate their creativity in the most effective way possible. Neuro design is a relatively new concept. It is an approach that has to do with mental triggers tied to the customer experience that designers then further use to create more reasonable designs based on customer interactions, user behavior, human trends, and more. The list of those things can go on forever. Neuro design can make sense of why a particular experience is good or bad. Knowing what’s going on from a neuroscientific perspective allows web design agencies and web design specialists as such to create websites with outstanding experiences that ultimately result in high conversion rates.
Neuro design is essentially based on understanding the detailed nature of end-users. This trend demands designers to conduct behavioral and contextual research before they start working on the main priorities of a website. By conducting objective interviews with the target audience during the early stages of the design process, the web design agency can get accurate customer insights – both the negative and positive. Neuro design research provides a way to create sites that are more emotionally in tune and receptive to the particularities of the target audience and prospective customers.
Understanding Neuroscience’s Importance for Web Design
Take a minute and have a closer look at the website of some of the largest companies. Consider the companies that have been shining bright in the market for at least the last 20 years. You will notice how they have changed quite a bit over time. The thing is, if you want to stay up to date and not lose track of all the modern tendencies of technology and the market, you have to update your website once a year, at least.
Try and remember the time you first accessed the Internet and the first websites you browsed. Remember how their pages looked? They were overloaded with text!
Nowadays, most reputed web designers take advantage of neuroscience in their projects and create websites with noticeable differences from others. They generate an immense following and help companies create high revenues and incredible flow of leads and conversion rates. They offer relevant content, great designs, and valuable solutions to users. So it’s no wonder they are so successful.
An increasing number of companies and web designers today are taking advantage of advanced psychological and neuroscientific concepts to create sites that aren’t just pretty – they’re scientifically effective. Take a look at market giants Google, Facebook, and eBay – they are making the most of it with flourishing websites. Humans view websites in a certain way. Regardless of whether you are using a desktop computer or a mobile device – your eyes will move in a particular pattern, notice specific design elements placed in particular spots, and color in certain ways. It’s all science.
Using some of the key neuroscientific concepts in website design will provide you with an opportunity to communicate your brand message to your target audience in the best and most effective way possible. Neuro design allows you to take brain triggers and use them to create an amazing customer experience, catering to the users’ behavior patterns. You get exclusive access to the information about your target audience and the way it perceives information on your website and the decision-making processes.
According to neuroscience, most decision-making is done automatically and instinctively on an intuitive basis in the brain’s fast-thinking part known as System 1. This automatic response comes first and is followed by the work of the brain’s logical, reflective, and slow-thinking part known as System 2. This basic understanding allows professional web design agencies and their teams to look at decision-making from a new perspective. That is why it is imperative that your website – if you want it to be successful and convert – must connect the intuitive System 1 with the System 2 area of the brain that is more rational and slower in processing data.
90% of information processed by System 1 is visual, so you can say that human decision-making is based on visual images in its most intuitive form. So, it’s not enough to only cater to the rational and cold part of the human brain – it’s necessary to give something valuable to the emotional part as well.
This is all a major part of a website’s success. If you find a web design agency that actively incorporates neuro design concepts in its projects, you will be able to create a website that will become your target audience’s favorite source of information, products, or services on the web. Neuro design is quite a vast area, but we’ve made a set of several concepts that will help you get an even better idea of how and why it works.
Neuro Design Concept #1: The Subconscious and the First Impression
One of the most important things you need to know about neuroscience in web design is that the subconscious mind is more powerful than the conscious mind. It notices things faster and is responsible for the development of emotions and gut feelings. Design your site, and always incorporate subconscious signs. The subconscious mind collects information in fractions of a second and makes very quick judgments. If your website design feels right, there is a very good possibility that people will trust it. The first impression is, therefore, extremely important, so the first thing your target sees should be more than just good – it should be outstanding.
Neuro Design Concept #2: Safety
Your brain is designed to survive. This is the brain’s primary objective. The first thing the brain checks is safety. If you ever feel you are in danger, you will avoid certain products or services. Always make sure your target feels comfortable and secure about your website – never doubtful or nervous.
Neuro Design Concept #3: Familiarity
When we find ourselves in a familiar environment, our brain relaxes and experiences positive emotions. Make sure all elements on your site seem familiar, especially where important buttons and navigational links are located. People don’t want to be annoyed by a complicated design where they can’t find what they want and need.
Neuro Design Concept #4: Reduction of Cognitive Load
Small fonts are harder to read and can increase cognitive loads. Cluttered sites are harder for the brain to process. Make sure you design your site with minimal cognitive load in mind.
Neuro Design Concept #5. Urgency
Neuroscience in web design has proven that the reptilian brain pays special attention to actions that must be taken within a particular time frame. By adding a sense of urgency, you will always motivate your target’s mind to act quickly and take the action you want them to take. For example, things like “only three days left” or “only five rooms left,” etc. work very effectively.
Neuro Design Concept #6. Scanning Simplicity
Many people don’t read everything; they scan pages. Design your pages that way, so that your web design and your information can be easily scanned. Use bullets, bold, images, icons, and photography to highlight important parts of the page.
Neuro Design Concept #7. Titles
The title is more important than the content. Since the decision to trust a site is usually made in seconds, the headline of a page is more important than the explanation on a page. Of course, details are important, but the subconscious mind will probably make its decision before even seeing them. Titles make you interested in reading more about the information you are giving.
A proper comprehension of innate neurological and instinctive human needs is what provides web designers with a slight market advantage. It is why they can create intuitive designs that generate great user experience. Although a new trend, neuro design helps specialists and companies understand why connection with clients requires constant development and updates. Just launching a site and forgetting about it, hoping it will magically bring new customers to your company, will not suffice. It’s necessary to consider user comments and feedback to understand your target audience and its needs. If you try applying at least a couple of the neuro design concepts described above to your site, you will be pleasantly surprised by the results.
An author of Namaste UI, published several articles focused on blogging, business, web design & development, e-commerce, finance, health, lifestyle, marketing, social media, SEO, travel.
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