On the role of visual site design
After the last note about design, several readers reproached me for underestimating the role of design and the value of the aesthetic component. They are wrong. Aesthetics really matter, and I tell this to all my clients. But does a pretty picture make people buy?
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The question of buying via the Internet or choosing a company is not only a question of price and product characteristics. This is a matter of trust. Among the many factors that determine the visitor’s trust or distrust, design is the first to strike.
Suppose you have to sign a contract for a million. You do not know who these people are who offer you a deal. You come to their office to negotiate.
Slanting building in the industrial zone. On the shabby door marker is written "Super Company". With a creak, the door opens, and now you are walking along a barely lit corridor, then you go down to the basement. It smells damp. The wallpaper on the walls peeled off. A man in a filthy sweater gives you a stool and offers to drink cooled instant coffee from an unwashed cup. “Manager Vasily,” he says, casually drawing out a “business card” printed on the printer with unevenly cut edges.
Well, will you enter into a contract with them? Ready to entrust your million to them?
When a visitor comes to your site, his first impression is made up of design. A site is both an office and a consultant in one person. There will be no second chance to make a first impression.
At the same time, I am convinced that people who want to buy, say, tires, come to the site just for the tires, and not to enjoy the beauty and special effects. And they will not buy tires because of the beautiful pictures. On most sites, beauty is not the main selling factor. First of all, the site should not cause rejection or give the impression of artisan crafts. Aesthetics is a factor of trust.
Of course, there are products for which aesthetics is important to sell. That which itself has to do with beauty, lifestyle, should be served beautifully. Expensive watches, cosmetics, jewelry is best served in a beautiful package. Here the design will mean more. It will form the atmosphere. I will tell you about creating an atmosphere in one of the following notes, and now there will be a cold shower.
Take a cold shower "<a/>
Design as a factor of trust
')
The question of buying via the Internet or choosing a company is not only a question of price and product characteristics. This is a matter of trust. Among the many factors that determine the visitor’s trust or distrust, design is the first to strike.
Suppose you have to sign a contract for a million. You do not know who these people are who offer you a deal. You come to their office to negotiate.
Slanting building in the industrial zone. On the shabby door marker is written "Super Company". With a creak, the door opens, and now you are walking along a barely lit corridor, then you go down to the basement. It smells damp. The wallpaper on the walls peeled off. A man in a filthy sweater gives you a stool and offers to drink cooled instant coffee from an unwashed cup. “Manager Vasily,” he says, casually drawing out a “business card” printed on the printer with unevenly cut edges.
Well, will you enter into a contract with them? Ready to entrust your million to them?
When a visitor comes to your site, his first impression is made up of design. A site is both an office and a consultant in one person. There will be no second chance to make a first impression.
At the same time, I am convinced that people who want to buy, say, tires, come to the site just for the tires, and not to enjoy the beauty and special effects. And they will not buy tires because of the beautiful pictures. On most sites, beauty is not the main selling factor. First of all, the site should not cause rejection or give the impression of artisan crafts. Aesthetics is a factor of trust.
Is it only trust?
Of course, there are products for which aesthetics is important to sell. That which itself has to do with beauty, lifestyle, should be served beautifully. Expensive watches, cosmetics, jewelry is best served in a beautiful package. Here the design will mean more. It will form the atmosphere. I will tell you about creating an atmosphere in one of the following notes, and now there will be a cold shower.
Take a cold shower "<a/>
Source: https://habr.com/ru/post/12222/
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