PERSUASIVE WEB DESIGN
                         Molly E. Holzschlag | Atlantic Marketing Conference
                       ...
COLOR
         Computer color is additive synthesis, adding values of 0-256 to red, green
         and blue to come up wit...
NOT MAGENTA YELLOW OR CYAN
         Color from dyes, paints and other pigments use Subtractive Synthesis to
         achie...
Computer color relies on math and physics


Friday, April 24, 2009
Perception of color is based on:

        Biology
        Neurochemistry
        Cultural influences including:


        ...
EMOTIONAL RESPONSES TO COLOR
         How do we feel when we look at color?




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CHROMATIC PRIMARIES
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RED

                         Power
                         Energy
                         Warmth
                      ...
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GREEN

                         Nature
                         Health
                         Good Luck
                ...
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Blue

                         Trust
                         Conservative
                         Security
             ...
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Yellow

                         Optimism
                         Hope
                         Joy
                     ...
ACHROMATIC COLORS




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BLACK
                   Death, Power, Sexuality, Sophistication, Mystery, Fear, Unhappiness




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Friday, April 24, 2009
WHITE
                         Death, Purity, Cleanliness, Precision, Innocence, Sterility




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GRAY
                   Sadness, sorrow, decay, modesty, intellect, futurism, elegance (silver)




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CULTURAL RESPONSES TO COLOR
         Where we come from geographically, our views on theism, the language we
         spea...
Culture                 Red                Blue                 Green                 Yellow                White
        ...
SHAPE
         Shapes are archetypal and extraordinarily powerful throughout human
         history in conveying ideas.


...
Rectangle

                         Stability
                         Corporate
                         Constant
       ...
Circle

                         Feminine
                         Wholeness
                         Community
          ...
Triangle

                         Masculine
                         Movement
                         Dynamic

         ...
“The famous ‘FedEx Logo’ is a quality
                         example of sheer ubiquity and inspiring
                   ...
LESSONS FROM
                           THE DARK
                         A look at color and shape
                      ...
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LANGUAGE
        Words 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 ...
The 9 Second Theory

                         Studies show that it takes 9
                         seconds or less for a ...
Friday, April 24, 2009
Friday, April 24, 2009
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Friday, April 24, 2009
Friday, April 24, 2009
Friday, April 24, 2009
Questions? Answers?




Friday, April 24, 2009
Thank You, Nova Scotia!
Friday, April 24, 2009
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Persuasive Web Design

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Transcript of "Persuasive Web Design"

  1. 1. PERSUASIVE WEB DESIGN Molly E. Holzschlag | Atlantic Marketing Conference Halifax, Novia Scotia, April 2009 Friday, April 24, 2009
  2. 2. COLOR Computer color is additive synthesis, adding values of 0-256 to red, green and blue to come up with the colors defined. Friday, April 24, 2009
  3. 3. NOT MAGENTA YELLOW OR CYAN Color from dyes, paints and other pigments use Subtractive Synthesis to achieve a given hue, unlike computerized color. Friday, April 24, 2009
  4. 4. Computer color relies on math and physics Friday, April 24, 2009
  5. 5. 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. Friday, April 24, 2009
  6. 6. EMOTIONAL RESPONSES TO COLOR How do we feel when we look at color? Friday, April 24, 2009
  7. 7. CHROMATIC PRIMARIES Friday, April 24, 2009
  8. 8. Friday, April 24, 2009
  9. 9. RED Power Energy Warmth Love Passion Aggression Danger Blood Good Fortune Friday, April 24, 2009
  10. 10. Friday, April 24, 2009
  11. 11. GREEN Nature Health Good Luck Money Jealousy Renewal Friday, April 24, 2009
  12. 12. Friday, April 24, 2009
  13. 13. Blue Trust Conservative Security Technology Cleanliness Order Sorrow Friday, April 24, 2009
  14. 14. Friday, April 24, 2009
  15. 15. Yellow Optimism Hope Joy Philosophy Dishonesty Cowardice Betrayal Friday, April 24, 2009
  16. 16. ACHROMATIC COLORS Friday, April 24, 2009
  17. 17. BLACK Death, Power, Sexuality, Sophistication, Mystery, Fear, Unhappiness Friday, April 24, 2009
  18. 18. Friday, April 24, 2009
  19. 19. WHITE Death, Purity, Cleanliness, Precision, Innocence, Sterility Friday, April 24, 2009
  20. 20. Friday, April 24, 2009
  21. 21. GRAY Sadness, sorrow, decay, modesty, intellect, futurism, elegance (silver) Friday, April 24, 2009
  22. 22. Friday, April 24, 2009
  23. 23. CULTURAL RESPONSES TO COLOR Where 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. Friday, April 24, 2009
  24. 24. Culture Red Blue Green Yellow White Danger Manliness, sweet, Safety, safe, sour Caution, Cowardice Purity USA, Europe calm, Authority Nobility Freedom, Peace Criminality preliminary Neutrality France Death Virtue, Faith, Truth Fertility, Strength Happiness, Welfare Joy Egypt, Arab or Wealth Nations Life, Creativity Welfare or Wealth, Success Death, Purity India Fertility Anger, Danger Shame, Future, Youth, Grace, Dignity, Death Japan Despicableness Energy Nobility, childish, WHITE joyful Death, Purity, Cleanliness, Precision, Innocence, Sterility Happiness, Joy, Sky, Clouds Ming dynasty, Birth, Wealth, China Festivity royal, Honor Strength or Power Friday, April 24, 2009
  25. 25. SHAPE Shapes are archetypal and extraordinarily powerful throughout human history in conveying ideas. Friday, April 24, 2009
  26. 26. Rectangle Stability Corporate Constant Mass Conformance Friday, April 24, 2009
  27. 27. Circle Feminine Wholeness Community Family Comfort Playfulness Life Friday, April 24, 2009
  28. 28. Triangle Masculine Movement Dynamic Inverted: Weak Emasculated Disempowered Friday, April 24, 2009
  29. 29. “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 Use of Shape and Color in Persuasive Branding Friday, April 24, 2009
  30. 30. LESSONS FROM THE DARK A look at color and shape symbolism in Nazi concentration camps. Friday, April 24, 2009
  31. 31. Friday, April 24, 2009
  32. 32. Friday, April 24, 2009
  33. 33. LANGUAGE Words are, in a word: Global. Friday, April 24, 2009
  34. 34. • 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). Friday, April 24, 2009
  35. 35. 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. Friday, April 24, 2009
  36. 36. Friday, April 24, 2009
  37. 37. Friday, April 24, 2009
  38. 38. Friday, April 24, 2009
  39. 39. Friday, April 24, 2009
  40. 40. Friday, April 24, 2009
  41. 41. Friday, April 24, 2009
  42. 42. Questions? Answers? Friday, April 24, 2009
  43. 43. Thank You, Nova Scotia! Friday, April 24, 2009
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