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867 5309 (Drupal)

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Session on using pop culture to inform design decisions from the 2015 Design for Drupal Conference

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867 5309 (Drupal)

  1. 1. 867-5309 (Drupal) Pop Culture as a Way of Reducing Cognitive Load in User Experience CHRISTINA INGE, SLEEK MARKETING UNIVERSITY
  2. 2. 867…
  3. 3. About MS in Instructional Design—making the brain work less when dealing with web- based learning experiences Making the web make the brain work optimally to learn new things 7 years in web marketing and conversion optimization—making the web make the brain work just enough to take action
  4. 4. Cognitive Load Theory
  5. 5. A “Delicate Balance” Too little and users walk away Too little and they don’t retain information
  6. 6. Three types of cognitive load Intrinsic You as the developer control only Germane & Extraneous Germane Extraneous
  7. 7. It’s based on working memory “The most effective way to maximize the performance of the working memory is to conserve its powers and direct these to process only the most critical pieces of information.” -Shift eLearning You want people to think just the right amount
  8. 8. This is where we stop doing science and listen to Tommy Tutone APPLYING POP CULTURE TO COGNITIVE LOAD THEORY
  9. 9. Why everyone’s website looks the same Certain visual cues become shorthand for a deeper concept Flat design means: “We are trendy. We get it. Your need for cutting-edge [technology, services, dog food] will be met here” Hero banners and the 3D look mean: “We are conservative and not swayed by fads. Your need for reliable [technology, services] will be met here” Cartoon design means: “We are friendly and fun. Your need for a personable onramp for [technology, services] will be met, and we won’t talk down to you.”
  10. 10. Anatomy of a pop reference Deliberate and obvious references ◦ Rare ◦ Usually not appropriate ◦ Vaguely too hip “Subconscious” references ◦ Common, almost ubiquitous ◦ Lessens cognitive load ◦ But can back you into a corner
  11. 11. Anything can be areference Colors Models Language Structure
  12. 12. What does this say? References?
  13. 13. What does this say?
  14. 14. Assess What is the overt message you are trying to convey? What are the secondary messages? What references will make sense to your audience? Can you use references to get clients to self-select?
  15. 15. Be subtle Anime-like illustrations say “we are for geeks,” but the illustrations don’t need to scream anime Never use cheesy clip art ironically—90% of people won’t get it
  16. 16. Be relevant Reference what your ideal customers like Test, test, test
  17. 17. Have fun Inspiration beats focus groups
  18. 18. Thank you Inge, Christina Inge Christina@Thoughtlight.net @ChristinaInge 617-271-0007

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