Design & Human Physiology
As designers, we have a great responsibility to shape the world. We identify patterns and develop an understanding to design products and services with a high frequency of use and a high perceived value.
Good design is so much more than creating a good look, it is a creating positive experience for buyers at every interaction. Especially when it comes to online buying, product presentation plays a vital role.
You must be having some questions like:
To engage buyers to act again & again, we need to understand their underlying psychology: what really can attract people?
How do people interact with a digital product?
When it comes to online buying, buyer follows the same pattern:
The user collects the information about product/ service looks for available options .The buyer takes an action within a time frame buyer stores a chunk of the interaction in their memory. For each of these stages, we follow design principles. Let’s get straight into it.
1. Hick’s Law
Hick’s law is a psychological principle that increases decision-making time with the number and complexity of options presented.
Design Tips:
- Break complex tasks into small steps to reduce comprehension load.
- Tackle the complex tasks for the end of the journey.
- If it’s impossible to reduce the number of options, make the content easy to understand. 2.
2. Cognitive Load
Cognitive load theory suggests that it is more effective when designers and buyers share the same net-net mind-set.
Human memory has limitations, so it is better if we provide relevant & apt information & avoid overloading unnecessary information.
Unnecessary Information will increase the chances of a user giving up a task in progress due to a growing sense of distress, so be careful while designing the process.
Design Tips:
- Remove unnecessary information.
- Increase memory of user by adding visuals & video.
- Use apt visual cues to avoid unnecessary learning.
- Organize the information in a correct & easy way.
3.Progressive disclosure
Bring to light complex features only when the user can anticipate the next step. When designing an experience, different levels of user expertise should be taken into consideration, allowing your design according to adopt specific needs.
Design Tips:
- Identify situations and write stories for different user types. Add reasons why users should access the product or service.
- Carry out a usability test and estimate time, success, and satisfaction.
4. Aesthetic-usability effect
An aesthetically correct design creates a positive response in users’ brains by increasing the tolerance for errors. It also improves usability perception
Design Tip:
- Use correct aesthetics to make design user-friendly & smooth element interaction
5. Curiosity gap
- What users know and what they need to know & how we present is the important aspect to fill the knowledge gap.
- Design Tips:
- Capture users’ attention with engaging titles that stimulate buyers’ interest.
6. Storytelling effect
It’s humans’ natural impulse to observe and give meaning to observations. Telling Stories to reveal details about characters, places, and events creates an understanding bond with our heroes. Meaningful stories can strike a chord that can trigger strong messages and deep memories.
Design Tips:
- Use storytelling to convey your thought process to the user.
- Create a design that can overcome a problem using your design.
We analyse the course between reality and human psychology. Also Between where brands are and where they aspire to be.