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WHY DESIGN

MATTERS

How Good Design Affects Conversions
DESIGN IS ALL ABOUT THE. . .
TITTLE
BAR

SHOULDER

BOWL

ASCENDER
“Good design is good business.”
Thomas J. Watson
CEO of IBM from 1914-1956
th

1/20

of a second

Time it takes a user to determine if they
like a site’s design or not.
THIS SNAP JUDGEMENT

determines whether or not a customer will:

TRUST
your site

LIKE
your brand

BUY

your product
THIS SNAP JUDGEMENT

MATTERS
94%

First Impressions of Websites Are

D e s i g n - R e l a t e d
Key Factors
For Good First Impressions

1. Low Complexity
2. High Prototypicality*

*This means similarity to other sites in its category
1

#

Contributor to Bounce*
Is Poor Interface Design

*According to a study by Stanford University
1

#

Indicator of Credibility*
Is Good Graphic Design

*According to a study by Stanford University
VISUAL APPEAL > USABILITY
In Influencing User Perception
INSPIRATIONAL IMAGES
Drive Better First Impressions
Than Any Other Factor
And First Impressions Are...

EVERYTHING
This is because of Something Called

PRIMING
prim·ing | ˈprīmiNG |
verb

1 the activation of specific memories

that influence subsequent behaviors
The First Impression
Influences Every Subsequent Interaction
A Well Designed Site

PRIMES people to have positive interactions
with your brand moving forward.
Once Someone Has Been

PRIMED
Your Job Becomes Much

EASIER
Because Priming Turns

ATTENTION
Into

INTENTION
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113

Group 8A MARKETING MATH

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Why Design Matters