Service Design videnskabeligt forklaret, og lange scrolls skræmmer
Videnskaben viser, at mange kunder forlader dit website på et halvt sekund, og evnen til at huske ansigter betyder, at kunden aldrig kommer tilbage
Her er en liste over, hvad der oftest skræmmer kunder væk: (din tjekliste)
- Website uden Service Design
- Overskrifter mere end 200% større end normale underoverskrifter, blinkende effekter, pop-ups, animation… du har set dem, men ikke her.
- Lange sider, hvor brugeren skal scrolle for at få bidder af information i alt for store skrifttyper og mange effekter
- Produkt- og kampagnesider, der kræver, at brugeren gør det ene eller det andet, de giver aldrig det, man forventer
- Effekter som baggrundselementer, fx billeder (som parallax), farveskift, videoer eller musik
- Udfyldning af lange formularer, kun for at få et telefonnummer eller en e-mail… og din database vokser dagligt
- At skulle klikke meget for at få den ønskede information, eller mange menuer.
Mit spørgsmål er HVORFOR bruge ovenstående tilføjelser, når al videnskab viser, at det ikke er godt for din website, your company and the sales?
When users wants to have information they want it fast. Typically in average you have 0.5 seconds to deliver info of what your page is about, and if you can’t you lost the attention.
Also you gain another psychological side effect in the users mind. They will never come back !!! that is what many science studies shows. So why not accept and learn of this?
The trick is, that the user, should NEVER do anything to gain something. Your time spending time on this will only ate more customers. Scientifically proved. That rule also reflects scrolling, clicking, filling anything out other than Phone or email. Animations take precious time. Leave it out. That is to take Care of your audience. Parallax is a waste of time and money. Why not use the proven Service Design in action… All the other has been disproven all these year. Designers know that – non-enlighted-designers present not to know.
Webdesign with Service Design gives you:
- A once for all Design Manual, so all the Corporate ID is described to the details. This gives you ability to easy change design if that should ever be the case
- Short pages where info can be read, adaptable to the menu setup, and screen resolution (it is not Responsive Webdesign) its called Proactive Adaptive Webdesign… or Service Design, the best technology of 2015 to implement
- Get to the point with an Art Director made design. No more than 200% difference in the headlines compared to your blok af tekst eller underoverskrifter
- Ingen parallax, lange sider, ingen glimmer, ingen animationer, ingen baggrundsvideo, ingen tidsforskudte farveskift osv… for det handler ikke om målgruppen eller 2015’s fagdisciplin, som er: Service Design
- Nem adgang til grundlæggende information som telefonnummer, e-mail, adresse og CVR-nummer
- Store bogstaver ikke engang i virksomheds- eller produktnavne som i Frankrig… brug linkede ord med infobokse, der forklarer præcis hvad ordet betyder, hvis du i første omgang ville gøre det fed eller med store bogstaver
- Adgang til en art directors uddannelse og viden i praksis og i Service Design, ikke en uuddannet webdesigner. Brug ikke meget stærke farver eller specielle designs, blot fordi det ser smart ud… Det gør det ikke… og som regel hader kunderne det
- Hastighedsoptimering har vist sig at være nøglen til alle websites, og hastighed er kvalifikation nr. 1 i Service Design
- En art director bekymrer sig om dit domæne og din IP-adresse lige så meget som om dit design
- A proven backed up by science concept. Not a guess, assumings or presuming how the world is, as done by many other web designers
It is very simple. Its about attention, and it is about selling more and not losing customers. Short rules to remember… which can be fatal, if you dont use, and a succes if you wanna listen to the Science, The customers and a text like this from a Art Director
These rules goes to any pages of any kind wether it is Web, Facebook, Twitter and Linkedin… A simple question is
- “do you sell more with this on?” the answer is no.
- “do you sell more if you follow the rules?” the answer is yes.
Visual identity and psychological design
Visual Identity is assessed at 50 milliseconds. This means that advertising agencies must gear itself, to create a good impression with the company’s visual identity in just 0,5 seconds.
Several other studies also show that the picture of a web front and menu must be between 1 and 2 seconds. And no special menus, no extra menus, no demanding actions for user to get what he wants. If you want contact, please never ask for more than email or phone, it is enough for you to identity the person any ways. That will give you 500% more subscribers to a newsletter.
Read about how biology, psychology and emotions govern our everyday based on assumptions, guesses and suppositions. And so are ordinary webdesigners.
Originally written in Copenhagen For the Internet Magazine at 18.01.2008. 08:06 Source: www.michael.dk and abcdesign/promote/agiludvikling.dk
Brain research shows how consumers react.
The consumer who surfs take fast decisions about the quality of a website, say researchers at Carleton University in Canada. The research team, with Gitte Lindgaard in the lead, has researched how the visitor takes a decision on the content and the visitor wishes to cofortsætte, blot ved at skimme forsiden på under 1 sekund.
Det kommer som en overraskelse, da man indtil nu har antaget, at internetbrugere ville bruge mindst 10 gange længere tid på at vurdere indholdet af et website. Men fakta er, at overblik, design og værdi afgøres på under et sekund, ifølge en ny undersøgelse offentliggjort i “Journal Behaviour & Information Technology”
I testserien havde forskerholdet udviklet en række websites, der blev vist i 50 millisekunder. Deltagerne blev derefter bedt om at vurdere sidernes æstetiske appel, eller hvad vi i Danmark kalder visuel appel.
Derefter blev deltagerne bedt om at undersøge websitet ret grundigt og derefter foretage en ny vurdering. De to vurderinger, det hurtige blik og den grundige gennemgang, lignede hinanden, viste undersøgelsen.
Gitte Lindgaard siger, at medmindre førstehåndsindtrykket er positivt, forlader den besøgende websitet, før de overhovedet ved, om siden tilbyder mere end konkurrenterne.
Ifølge Lindgaard er det for the first impression that will be the last and the report argues that this first quick impression persists because of the psychological know the “Halo Effect” which refers to the fact that a person’s first impression leads to hasty decisions.
An effect known from numerous reports where research on the meeting between people, assessing the design and evaluation of the actions, attitude and behavior of the considered has in the first few seconds.
Research also shows that visitors have a positive attitude if a web site is designed nicely and that this positive attitude also has an impact on what the person feels on other pages of the web site and that this positive attitude makes an impact by reading the content.
About Psychological visual identity based on knowledge of consciousness, emotions and thought processes.
Art Director Michael Rasmussen from Promote and Agile Development in Denmark says:
“When we create new web sites and visual identities, we use the knowledge from the psychological research over the last 200 years. This research suggests that the user (over 5 university degrees: psychology, biology, sociology, linguistic anthropology biological or physical anthropology and of course theology in some countries where we actually created an overview and geographically quality to go hand in hand with your needs.
It is a knowledge that only a few commercial advertising agencies possess and now it turns out actually that this knowledge creates customer sales. Often smart Flash design with sound the first to get a customer to leave a website.
Dont get me wrong we will do what it takes to give you a big smile, but not many dares to tell the truth of what is working best. Why ? yes making the campaigns of what the customers need is the better butter on the bread many places. Here we recommend what is best for you even so, if your strategy is ok, and you come to us for a redesign. Why is that good advise, as we dont earn so much? You can trust wvi siger sandheden, hvilket betyder, at du altid kan stole på os. Vi siger vores mening. Vi tør.
De fleste studier gennem de sidste 10 år viser entydigt, at websites, der fokuserer på brugervenlighed, indholdslevering og relevans, er vinderne. Enkelhed er joker’en. Og originalt indhold og brugergenereret indhold er det, søgemaskinerne vil belønne. Design har en mindre betydning. Men design, og især service-designede sider, er godt og kan måles i procentvis indtjening. Og det er netop, hvad der kræves, da vi altid dokumenterer vores effekt på din virksomhed, dine produkter og brands.
Michael Rasmussen fortsætter: “Der er flere aspekter og mange studier, vi har undersøgt, det afhænger af, om du ønsker at skabe et varemærke, et logo eller et webdesign. For det viser sig, at der er forskellige psykologiske designregler, vi bør bruge afhængigt af, hvad vi producerer.
Et andet faktum er, at følelser og tanker IKKE er rationelle. Fra psykologisk forskning ved vily that more facts about perception and consciousness come into play. Eg. is approximately 98% of the total human consciousness unconscious and remains the whole life.
How are we all created purely biological. Similarly, we know that most feelings and thoughts are not rational. In fact, 80% of our thoughts and feelings are not in integrity with reality and the other words that we as consumers are not living in the real world, but in a perception of it. It also can be called the illusion.
Also, opinions, attitudes, norms, likes and believe such. is created from ideas derived from some decisions that maintained but not in reality. In popular terms, your life assumptions and guesses you continue to play until you die, even if they are not right. Within the advertising industry, it is only in recent years, to use psychologists and psychological knowledge and especially designer whole visual identity with this.
The new studies show unambiguously that it is emotion that creates sales because consumers unknowingly will confirm its initial decision and most are loath to admit mistakes. We know from research in relationships, marriages and such. dating. Decisions maintained, even if they are wrong, it is a kind of unconscious despite contrary, to have the clock or to show that they have been wrong. The world exists only as a perception in the brain. In the brain is that only very few facts in relation to a quantity dominant perceptions and opinions.
The scientific rule is: To confirm themselves unconsciously gives the feeling to do something right even though it may be wrong.
By the psychological parallel research it in recent years, become increasingly clear that people like best to be right or do right actions. Therefore, a visitor will continue to use a web site, if there has been a prior positive attitude, because by doing this, the visitor confirms its first decision was a good decision.
Because the consumer is guided by emotions and thoughts a consumer wilvil altid bekræfte sin beslutning, denne viden er værdifuld for bureauer og webdesignere og understøtter, at hvis man bruger psykologisk marketing, psykologisk design og en psykologisk skabt visuel identitet, vil resultatet være, at forbrugeren fortsætter med at bruge et website.
Derfor ligger nøglen for bureauer til at integrere denne viden i vedvarende forskning og reel erfaring med psykologisk design. Sammen med vores værktøjer, der følger forbrugeradfærd på et website, giver dette den optimale visuelle identitet, brugervenlighed og især indholdet på forsider og tilbud.
Reklamemæssigt kan man bruge denne viden i sin marketing, og det er let at omsætte til virkelighed med gode resultater, fordi forbrugere reelt styres af deres underbevidsthed. Fra vores erfaring med for eksempel Google Ads-tekstlinks og billedbannere ved vi, at korrekte sætninger kan opbygges som ligninger og dermed give 30-35% højere klikrate, hvilket kan betyde forskellen mellem succes og fiasko for den visuelle identitet og metoden.” siger Michael Rasmussen.
