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Designers should always consider how their work will be perceived by those looking at it and using it. When building a website, an app, even advertising materials, it's important to focus on positive emotions.
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Designers should always consider how their
work will be
0:00
perceived, by those looking at it, and
using it.
0:03
When people look upon a homepage or app
screen for the first time,
0:07
there's always an initial reaction, and it
happens within a fraction of a second.
0:10
It involves their reaction to colors,
words, and
0:15
pictures, as well as the expectations of
the user.
0:18
Are they seeing something they expected?
0:22
If not, are they pleasantly surprised?
0:25
Or are they annoyed by the content on the
screen?
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Well, lets consider the possible emotions
our users might
0:30
feel, by considering some important
research on the topic.
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Dr. Robert Plutchik, was a psychologist
who
0:37
did a great deal of research, on emotions.
0:41
In 1980, he defined the wheel of emotions.
0:44
Identifying eight primary emotions, the
variations
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and, the relationship between each one.
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The eight basic emotions include, joy,
trust, fear,
0:55
surprise, sadness, disgust, anger, and
anticipation.
1:00
By looking at that list, there should be
some emotions we clearly don't want our
1:07
users to feel, when they come across our
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designs, such as sadness, disgust, anger,
and fear.
1:13
When you're presenting a website, an app,
even
1:17
advertising materials, it's important to
focus on positive emotions,
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like joy, anticipation, surprise, and
especially trust, as they
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can have a longer, lasting effect on the
user.
1:30
So, how can you, draw out these emotions
from your users?
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Well if you hope to build in some
1:39
positive anticipation, when people use
your site, fill
1:40
your site with interesting content, and
link to
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pages with compelling calls to action, and
logical links.
1:46
Product pages with descriptive text and
1:51
compelling images, and/or some videos, can
drive
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people to want that product, leading them
to be more quick, about ordering it.
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Surprise can be a powerful emotion, that
compels users to share what they
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found with others, this is especially
strong, for first-time users on a site.
2:06
First impressions are extremely important.
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And if you consider how interested people
are,
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in sharing new discoveries, across social
media, a
2:16
great design, interesting content, or fun
features, can
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get you some links on Twitter, Facebook
and beyond.
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When you think about spreading joy on your
website.
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Does that mean putting up pictures of
unicorns and kittens?
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Yes, yes, it does.
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But, joy also means something different to
everyone.
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For some, it means reliability, and being
able to use
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an app, to get important financial
information, at a moment's notice.
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It could mean connectivity, and being able
to see
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baby pictures of your nephew, right after
he's born.
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It could also mean, just being positive,
so any interactions with your
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website users, should be professional,
honest, and, end on a positive note.
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And for websites and business alike,
trust, can
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be the most important emotion, worth
appealing to.
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Even without joy, surprise, or
anticipation, if
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a user trusts the business in question,
they
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will be more willing to make a purchase
from them, over one that they don't trust.
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With privacy and security central to many
consumer's minds these days, websites that
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instill trust in their users, will have a
great advantage, over any competitor.
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However, trust applies not only applies to
the transactional nature or
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a website or app, but also to the people
behind it.
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Connecting with the people behind a
business, is more common these days,
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with the rise of social media, and the
demand for instantaneous interaction.
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When businesses and individuals create
these
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connections, and being to build followings
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that they can engage with, influence, and
trust, can become a powerful combination.
3:55
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