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  1. 1. Transcript for the Presentation: Slide 1: Topic Name and Presenter Name Slide 2: Slide 3: (Image 1) Socialize, Shop and improvise their online presence. Interacting with others. This influenced the business adapted their web presence to gain an advantage.Website is important in building a successful online presence. (Image 2) Maintaining Company’s identity how you are unique from other players (Image 3) Your content Your way .Maintaining control of UX will enable to manage your content relevancy and conversion process. (Image 4) Content Hub Biz website is a focal point for all the content marketing. Social media presence to engage audience and bring visitors to the website (Attracting Search Traffic) Slide 4: Humans are logical creatures, and as surprising as this might be, when we visit a website our minds make a series of decisions that affect the actions we take. The ability to reason enables us to form judgments, reach conclusions and make decisions. If, on the web, we weren't able to think on the spot and then take action, we would trap ourselves in crippling situations of mindless clicking Behavioral psychology is an advancing field, and we need to understand something about psychology in order to make usable websites. If we understand human needs and emotions — how we interpret what we see and how we choose to act — then we will better understand our site users. We’ll be able to choose and create meaningful layouts, typography and colors. Slide 5: The most famous theory about what humans require in order to reach their 'pinnacle' — the point where they decide to participate — was posited by the humanist psychologist Abraham Maslow in the form of a “hierarchy of needs' Maslow defined levels of importance that reflect how and what humans prioritize, as well as what they require in order to appreciate their surroundings and achieve personal growth (or 'self-actualization'). Slide 6: Same as in the slide Slide 7: Gestalt is a psychology term which means 'unified whole“ . It refers to theories of visual perception. How people tend to organize visual elements into groups or unified wholes when certain principles are applied. Similarity occurs when objects look similar to one another. People often perceive them as a group or pattern. Unity occurs because the triangular shapes at the bottom of the eagle symbol look similar to the shapes that form the sunburst.
  2. 2. When similarity occurs, an object can be emphasized if it is dissimilar to the others. This is called anomaly . Continuation occurs when the eye is compelled to move through one object and continue to another object. Continuation occurs in the example above, because the viewer's eye will naturally follow a line or curve. The smooth flowing crossbar of the 'H' leads the eye directly to the maple leaf. Closure occurs when an object is incomplete or a space is not completely enclosed. If enough of the shape is indicated, people perceive the whole by filling in the missing information. Although the panda above is not complete, enough is present for the eye to complete the shape. When the viewer's perception completes a shape, closure occurs. Slide 8: Gestalt theory is simply a scientific foundation describing how the mind organizes visual data. The stronger the clarity of form, the better the design 1. Usability: using white space to effectively distinguish between elements. 2. Easily scanned designs. 3. Accessibility: easier for those who are visually impaired to understand a page. Gestalt principles are successfully applied in the field of web design, explaining the way an image is perceived from a visual point of view. As an web designer, you should know that Gestalt principles can tell people how visual objects are perceived and also they will help you be better at what you do, creating greater designs and leaving a positive impression on your readers. Slide 9: Same as the slide Slide 10: Instead of trying to override natural behavior, streamline your website by adapting to them. A natural or learned response requires less cognitive power than a response to a new experience — say, when the user faces a change in the layout. In the latter case, the learning curve is increased significantly, primarily because training oneself to suppress a natural response is a lengthy process and can take years — and it might not be worth it. Trying to classically condition Internet users is like swimming against a fierce tidal wave. One method you can use to affect operant behavior is called priming.. Operant conditioning employs methods of positive and negative reinforcement (reward and punishment). What does this have to do with web design? Ensure that actions that benefit your website, like visitor comments, are rewarded and that negative ones, like spamming, are punished. Loyalty is in short supply and can fizzle quickly if participants feel they are being treated unfairly, so be fair and make sure that users know you’re trying. When it comes to the underlying features on a website, conditioning is a lot subtler and requires less explanation. Websites that have calls to action — such as buttons that encourage users to download a piece of software or a friendly message that asks people for information — will prime users to perform the relevant action. If the results are beneficial, then users are likely to repeat that behavior. Conditioning takes time, and people will comply with fair rules if they feel they have reason to. By using operand conditioning you can encourage visitors to change their perception of your website and even go along with the behavior of the majority (although some people might defy conditioning
  3. 3. for other reasons). Slide 11: Attractiveness Bias can be defined as a cognitive bias that forces people to look at things that are aesthetically superior. Attractive objects, people and places automatically elicit attention amidst a sea of similar entities. What makes an object, a person or a place stand out is physical or outward attractiveness. Before people start fuming and getting offended, we must note that attractiveness only helps in drawing attention. Slide 12: The attractiveness bias theory simply states that a good-looking design will draw more attention than a poor design. Once viewers get over their first impression (which is always important), they’ll be content and comfortable, and that will increase the likelihood that they’ll visit again. Websites need to be attractive and aesthetic. No one can afford to design badly designed websites. No one likes unattractive and ugly websites. Websites need to be aesthetic, simple, and great to look at. Again, this is only the first step. The content should be great and valuable and that goes without saying. If the content is great and the website is not great to look at, it will fail to register a high number of traffic. Likewise, a well designed website that offers no value to users will immediately attract attention and traffic but this traffic will soon reduce because there is inherently no value at all to the website. Slide 13: Same as in the slide Slide 14: The influence of others extends far beyond facial expressions, there are specific actions that have predictable influences on human behavior.There was a time where being able to work together provided greater avoidance of threats and more opportunities for food and reproduction. As a result, the basic “systems” of human interaction still exist in our DNA. Slide 15: Same as in the slide Slide 16: You see and notice everything that happens around you, right? Well you might be surprised. Our brain does a surprisingly good job of tricking us into thinking we absorb everything we see, but we often miss things that happen right in front of us. This phenomenon is called Selective Disregard Slide 17: This most obvious example of selective disregard is banner blindness, where users have become so accustom to ignoring online advertising they couldn’t tell you if the website they surfed five minutes prior had ads or not. Selective disregard applies to more than just advertising, users often gloss over anything that doesn’t appear related to their task at hand. Sometimes users will miss key elements because designers have strayed from convention. Because the search form doesn’t look like a search form the mind ignores it and continues on. For usability sake, all elements should be clearly labeled and follow conventions matching the users expectations.
  4. 4. In the javascript laden, non-refreshing web of today change blindness is a thorn in any designers side. If something changes on your page you better make it obvious, less you brave the scorn of frustrated users. Always remember that small loading GIFs and flashing content might not be enough and when in doubt, make changes painfully obvious. Slide 18: Psychology plays an important role for designing an website. Whether the influence is subliminal or explicit, and whether you leverage common trends and conditions, understanding the experience of the audience and their perception of your web design gives you a great advantage. There is no better approach for improving your design than gaining a better understanding of the people you are designing for. There is little practicality in dissecting every psychological principle relevant to design, but understanding a handful of key concepts can be a powerful gateway into designing with psychology in mind. Slide 19: Thank you Happy reading :)