Review: Neuro Web Design: What Makes Them Click?
Neuro Web Design reviews some of what neuroscientists now know about the brain and looks at how we can use this knowledge to develop more effective websites. The main argument of the book is that people are not in conscious control of a lot of their behaviour and that web designers can benefit from engaging directly with website visitors on an unconscious level.
Many of the suggestions made by the author are things which you will probably already regard as common- sense good practice. However it’s still interesting to follow through the scientific reasoning produced for why certain methods of design and content production are more effective.
Among the things you learn about:
- Reviews and ratings can influence people very strongly because of their need for social validation.
- You can take advantage of people’s desire for reciprocity to influence website visitors to do what you want, even if it’s just by giving them free (useful) information.
- Invoking a fear of scarcity can make people feel that your products are more desirable.
- Providing too many choices can be bad and lead to people making no choice at all.
- You should list the product which you want people to buy first in product listings, because the “order effect” leads people to believe “first is best”.
- Using the words “you” and “yours” involves readers by speaking to their self-centred unconscious mind.
- The concept of personas and people’s need to be consistent can be used to influence website users’ behaviour.
- The principles of similarity, attractiveness and association can catch people’s attention and link them emotionally to your site.
- Pictures and stories make powerful website content because they talk directly to the unconscious.
The book’s engagingly written and very short, so you can easily read it all in one sitting. Despite being initially sceptical about whether it could teach me anything useful, I did end up finding it quite interesting and a worthwhile read.
Neuro Web Design: What Makes Them Click? (Voices That Matter) by Susan M. Weinschenk Ph.D. is published by New Riders.