Persuasive Web Design
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Transcript of Persuasive Web Design
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Molly E. Holzschlag | Atlantic Marketing ConferenceHalifax, Novia Scotia, April 2009
PERSUASIVE WEB DESIGN
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COLORComputer color is additive synthesis, adding values of 0-256 to red, green and blue to come up with the colors defined.
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NOT MAGENTA YELLOW OR CYAN Color from dyes, paints and other pigments use Subtractive Synthesis to achieve a given hue, unlike computerized color.
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Computer color relies on math and physics
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Perception of color is based on:
Biology
Neurochemistry
Cultural influences including:
• Heritage
• Religion
• Geography
• Gender
Color is a mix of science and art, technology and human emotion.
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EMOTIONAL RESPONSES TO COLORHow do we feel when we look at color?
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CHROMATIC PRIMARIESFriday, April 24, 2009
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RED
PowerEnergyWarmthLovePassionAggressionDangerBloodGood Fortune
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GREEN
NatureHealthGood Luck MoneyJealousyRenewal
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Blue
TrustConservativeSecurityTechnologyCleanlinessOrderSorrow
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Yellow
OptimismHopeJoyPhilosophyDishonestyCowardiceBetrayal
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ACHROMATIC COLORS
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BLACKDeath, Power, Sexuality, Sophistication, Mystery, Fear, Unhappiness
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WHITEDeath, Purity, Cleanliness, Precision, Innocence, Sterility
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GRAYSadness, sorrow, decay, modesty, intellect, futurism, elegance (silver)
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CULTURAL RESPONSES TO COLORWhere we come from geographically, our views on theism, the language we speak—each aspect of our culture and experience influences the human emotional response inspired by colors.
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WHITEDeath, Purity, Cleanliness, Precision, Innocence, Sterility
Culture Red Blue Green Yellow WhiteUSA, Europe Danger Manliness, sweet,
calm, AuthoritySafety, safe, sour Caution, Cowardice Purity
France Nobility Freedom, Peace Criminality preliminary Neutrality
Egypt, Arab Nations
Death Virtue, Faith, Truth Fertility, Strength Happiness, Welfare or Wealth
Joy
India Life, Creativity Welfare or Wealth, Fertility
Success Death, Purity
Japan Anger, Danger Shame, Despicableness
Future, Youth, Energy
Grace, Dignity, Nobility, childish, joyful
Death
China Happiness, Joy, Festivity
Sky, Clouds Ming dynasty, royal, Honor
Birth, Wealth, Strength or Power
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SHAPEShapes are archetypal and extraordinarily powerful throughout human history in conveying ideas.
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Rectangle
StabilityCorporateConstantMassConformance
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Circle
FeminineWholenessCommunityFamilyComfortPlayfulnessLife
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Triangle
MasculineMovementDynamic
Inverted:
WeakEmasculatedDisempowered
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Use of Shape and Color in Persuasive Branding
“The famous ‘FedEx Logo’ is a quality example of sheer ubiquity and inspiring symbology. The FedEx logo has won many distinctive awards and is often regarded as the best creative design ever.” logoblog.org
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LESSONS FROM THE DARK
A look at color and shape symbolism in Nazi concentration camps.
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LANGUAGEWords are, in a word: Global.
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• Web users are four times more likely to purchase from a site that communicates in the customer's language (www.idc.com).
• Over 100 million people access the Internet in a language other than English.
• Over 50% of Web Users speak a native language other than English.
• Visitors stay for twice as long if a website is in their own language (Forrester Research).
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The 9 Second Theory
Studies show that it takes 9 seconds or less for a site visitor to determine whether he or she will stay on your site.
Using color, shape and language, it’s easier to be more persuasive.
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Questions? Answers?
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Thank You, Nova Scotia!Friday, April 24, 2009