How do you organize your content? Do the page titles and page headings match user expectations as to where they will find what they want? In short, are you making it easy for users to quickly find what they are looking for?

In the last few years, neuroscience has made great strides in understanding how consumers interact with websites to find information. This knowledge is now being applied to website development by taking advantage of predictable behaviours in order to influence and direct the visitor’s experience in a way that emphasizes your goals, whether it is increased sales, leads or sign-ups.

Relationship Between Them

In short, neuroscience not only tries to understand what makes us tick but also seeks to determine why we tick. It is a fascinating field that has been put to use in all facets of life including web design.

To this end, studies have been conducted on what makes some aspects of a web page effective when compared to others. What has emerged from these studies are ideas that can be used by web designers to improve the effectiveness of their websites. These ideas are based on what is known about the way our brains process information and how this can affect the ease of use, appeal and persuasion.

The Link

The 21st century is the time for technology, business and consumerism to meet in a perfect way. With consumer needs proceeding at a quick rate, web designers are being urged to take full advantage of what the internet has to offer us as consumers. That means taking it a step further by linking the power of our brains to design so that we can take full advantage of the internet.

For example, one crucial aspect in terms of web design and neuroscience is colour. Colours trigger different emotions within the brain, and if these colours are used correctly on a website, we are more likely to interact with them.

Neuroscience in Design

Designers make sure that all elements of the website are in line with the purpose of design to attract and retain customers. Visual content is one of the most important elements used in web design due to its ability to capture a visitor’s attention at first sight, and trigger responses related to emotion or memory; this phenomenon is known as ‘cognitive visual effects’.

The processing of qualitative data about users’ behaviour enables designers to personalize the appearance of the website and optimize it to the preferences of each visitor. This approach is more effective than trying to predict users’ preferences before they visit the site, as it empowers you with the ability to make adjustments at any time

Real Life Application

Any website that uses colours, fonts and images can be designed with neuroscience in mind. The colours on any website can be designed with neurons in mind. Red will stimulate blood pressure while blue will calm a person down. There are also font choices that affect how people respond. Arial is a font that is easy to read and has been shown to be more effective in getting visitors to stay.

The images you use on a web page can impact a person’s perception of the site. Photos of people draw attention to the website and are good for engaging visitors.

Why Does it Matter?

Here at Web Design London, we know the success of any website depends on how you present the information. Neuroscience has a lot to do with how we present information visually. It can be combined with web design to make sure that visitors stay on the site longer. This is known as engagement.

Neuroscience can play a big role in web design as many researchers are interested in how brain activity can be used for detecting viewers’ preferences in visual content. There’s a big link between brain activity and perception of web content, which can be very useful for designers. If your web design team keeps things like neuroscience and colour psychology in mind, your site has far higher chances of success.

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