persuasive web design
DESCRIPTION
TRANSCRIPT
Molly E. Holzschlag | Atlantic Marketing ConferenceHalifax, Novia Scotia, April 2009
PERSUASIVE WEB DESIGN
Friday, April 24, 2009
COLORComputer 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
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
Computer color relies on math and physics
Friday, April 24, 2009
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
EMOTIONAL RESPONSES TO COLORHow do we feel when we look at color?
Friday, April 24, 2009
CHROMATIC PRIMARIESFriday, April 24, 2009
Friday, April 24, 2009
RED
PowerEnergyWarmthLovePassionAggressionDangerBloodGood Fortune
Friday, April 24, 2009
Friday, April 24, 2009
GREEN
NatureHealthGood Luck MoneyJealousyRenewal
Friday, April 24, 2009
Friday, April 24, 2009
Blue
TrustConservativeSecurityTechnologyCleanlinessOrderSorrow
Friday, April 24, 2009
Friday, April 24, 2009
Yellow
OptimismHopeJoyPhilosophyDishonestyCowardiceBetrayal
Friday, April 24, 2009
ACHROMATIC COLORS
Friday, April 24, 2009
BLACKDeath, Power, Sexuality, Sophistication, Mystery, Fear, Unhappiness
Friday, April 24, 2009
Friday, April 24, 2009
WHITEDeath, Purity, Cleanliness, Precision, Innocence, Sterility
Friday, April 24, 2009
Friday, April 24, 2009
GRAYSadness, sorrow, decay, modesty, intellect, futurism, elegance (silver)
Friday, April 24, 2009
Friday, April 24, 2009
CULTURAL RESPONSES TO COLORWhere 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
WHITEDeath, Purity, Cleanliness, Precision, Innocence, Sterility
Culture Red Blue Green Yellow WhiteUSA, Europe Danger Manliness, sweet,
calm, AuthoritySafety, safe, sour Caution, Cowardice Purity
France Nobility Freedom, Peace Criminality preliminary Neutrality
Egypt, Arab Nations
Death Virtue, Faith, Truth Fertility, Strength Happiness, Welfare or Wealth
Joy
India Life, Creativity Welfare or Wealth, Fertility
Success Death, Purity
Japan Anger, Danger Shame, Despicableness
Future, Youth, Energy
Grace, Dignity, Nobility, childish, joyful
Death
China Happiness, Joy, Festivity
Sky, Clouds Ming dynasty, royal, Honor
Birth, Wealth, Strength or Power
Friday, April 24, 2009
SHAPEShapes are archetypal and extraordinarily powerful throughout human history in conveying ideas.
Friday, April 24, 2009
Rectangle
StabilityCorporateConstantMassConformance
Friday, April 24, 2009
Circle
FeminineWholenessCommunityFamilyComfortPlayfulnessLife
Friday, April 24, 2009
Triangle
MasculineMovementDynamic
Inverted:
WeakEmasculatedDisempowered
Friday, April 24, 2009
Use of Shape and Color in Persuasive Branding
“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
Friday, April 24, 2009
LESSONS FROM THE DARK
A look at color and shape symbolism in Nazi concentration camps.
Friday, April 24, 2009
Friday, April 24, 2009
Friday, April 24, 2009
LANGUAGEWords are, in a word: Global.
Friday, April 24, 2009
• 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
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
Friday, April 24, 2009
Friday, April 24, 2009
Friday, April 24, 2009
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