Captivate your website visitors with neuroscience

One of the reasons I fell in love with web design is that it incorporates so many different disciplines. The melting pot that is an effective website depends on the technology of devices, a well written and executed communications plan, compelling imagery, and a foundation of strong face-to-face relationships. And that only scratches the surface. One of the most captivating disciplines involved, and one that most small business owners don’t have time to delve into, is neuroscience.

First of all, you might not realize it, but your eyes do not scan in straight lines. For sure, our eyes are trained to read from left to right based on the structure of Western languages. That means we all start at the upper left corner of a page. Then it gets interesting. Neuroscientists have tracked eye movements and noticed that most people’s scanning patterns fall into two general buckets: a “Z” or an “F”. They have created “heat maps” that repeatedly show that users will start at the top left corner, scan the top row, and then dive down to look for important information.

If you have a text heavy page, a user might not be able to zero in quickly on what they are looking for. If they don’t think the page has the information they need, they bounce out of there. You need to create fixation points that will act as hooks that grab the brain’s attention.

Speaking of visuals, let’s talk about our second point.

The second area I’d like to focus on is how important visual information is to the brain. What neuroscientists call Pictorial Superiority Effect means that the brain is hard wired to fixate on images in a way that is unique. For instance, if a presentation uses only text and verbal information, participants will remember about 10% of the information three days later. If you add pictures, the participants remember 65% of the information. (Thanks again, Brain Rules.)

What can you do?

About this photo: This is an picture down the staircase of the lighthouse in Penmarch, in Brittany, France. Does your brain get dizzy looking at this flat image? Huh.

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