´The Art of digital age´ Cocoran

January 14, 2016

In the book ´The Art of digital age´ Concoran talks about the importance of being emotionally connected with the visitors. I wrote down a few things to remember and maybe others will find them useful as well.

“I have continually harped about the importance of a website’s ability to connect with people on a number of different emotional levels – and to do this very quickly. My reasons for this are that I absolutely believe that if a website can establish a set of emotional states that are truly reflective of the qualities that are found within, a particular brand, it can also subsequently influence those emotions to reach a desired outcome – and just imagine how powerful a Web proposition like that could be.“

“The importance of content and material are critical in terms of establishing the emotional state of a branded Web site because although in most cases they are secondary to the colour scheme and layout, they are only just so. In other words, if the initial impression of a site is favourable, a user is likely to take time to browse, which means that the site has been given additional opportunities to influence the mind of visitor. If first impressions are unfavourable, however, it’s likely that the user will just be another statistic.”

“Surprise amplifies our emotional response. When we anticipate a moment , the emotional response is diluted across time. A moment of surprise compresses emotion into a split second, making our reaction more intense, and creating a strong imprint on our memory. When we are surprised , we’re experiencing a high contrast situation in which something is not as we expected. A moment of surprise frames our attention, which blurs peripheral elements and brings the extraordinary into focus. “

“People using websites and applications navigate and process content quickly and that´s why their attention is limited. Introducing surprise into an interface can break a behaviour pattern and force the brain to reassess the situation. Surprise is always followed by proportional emotional response. After the brain detects a surprising contrast, it has to figure out how to respond quickly. There’s not enough time for deep, intellectual contemplation, so the brain relies on emotion to provide a “gut reaction”.
(Cocoran,p229)

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