Emotion

Designers should always consider how their work will be 0:00 perceived, by those looking at it, and using it. 0:03 When people look upon a homepage or app screen for the first time, 0:07 there's always an initial reaction, and it happens within a fraction of a second. 0:10 It involves their reaction to colors, words, and 0:15 pictures, as well as the expectations of the user. 0:18 Are they seeing something they expected? 0:22 If not, are they pleasantly surprised? 0:25 Or are they annoyed by the content on the screen? 0:27 Well, lets consider the possible emotions our users might 0:30 feel, by considering some important research on the topic. 0:34 Dr. Robert Plutchik, was a psychologist who 0:37 did a great deal of research, on emotions. 0:41 In 1980, he defined the wheel of emotions. 0:44 Identifying eight primary emotions, the variations 0:48 and, the relationship between each one. 0:51 The eight basic emotions include, joy, trust, fear, 0:55 surprise, sadness, disgust, anger, and anticipation. 1:00 By looking at that list, there should be some emotions we clearly don't want our 1:07 users to feel, when they come across our 1:11 designs, such as sadness, disgust, anger, and fear. 1:13 When you're presenting a website, an app, even 1:17 advertising materials, it's important to focus on positive emotions, 1:20 like joy, anticipation, surprise, and especially trust, as they 1:24 can have a longer, lasting effect on the user. 1:30 So, how can you, draw out these emotions from your users? 1:34 Well if you hope to build in some 1:39 positive anticipation, when people use your site, fill 1:40 your site with interesting content, and link to 1:44 pages with compelling calls to action, and logical links. 1:46 Product pages with descriptive text and 1:51 compelling images, and/or some videos, can drive 1:53 people to want that product, leading them to be more quick, about ordering it. 1:56 Surprise can be a powerful emotion, that compels users to share what they 2:01 found with others, this is especially strong, for first-time users on a site. 2:06 First impressions are extremely important. 2:11 And if you consider how interested people are, 2:14 in sharing new discoveries, across social media, a 2:16 great design, interesting content, or fun features, can 2:19 get you some links on Twitter, Facebook and beyond. 2:23 When you think about spreading joy on your website. 2:28 Does that mean putting up pictures of unicorns and kittens? 2:31 Yes, yes, it does. 2:34 But, joy also means something different to everyone. 2:36 For some, it means reliability, and being able to use 2:40 an app, to get important financial information, at a moment's notice. 2:43 It could mean connectivity, and being able to see 2:48 baby pictures of your nephew, right after he's born. 2:51 It could also mean, just being positive, so any interactions with your 2:54 website users, should be professional, honest, and, end on a positive note. 2:58 And for websites and business alike, trust, can 3:04 be the most important emotion, worth appealing to. 3:08 Even without joy, surprise, or anticipation, if 3:11 a user trusts the business in question, they 3:14 will be more willing to make a purchase from them, over one that they don't trust. 3:17 With privacy and security central to many consumer's minds these days, websites that 3:22 instill trust in their users, will have a great advantage, over any competitor. 3:28 However, trust applies not only applies to the transactional nature or 3:33 a website or app, but also to the people behind it. 3:37 Connecting with the people behind a business, is more common these days, 3:41 with the rise of social media, and the demand for instantaneous interaction. 3:45 When businesses and individuals create these 3:51 connections, and being to build followings 3:53 that they can engage with, influence, and trust, can become a powerful combination. 3:55