设计心理学对交互的影响_网页设计心理学如何影响消费者的选择-CSDN博客

设计心理学对交互的影响

The web development market is a crowded one and consumers are spoilt for choice. Therefore, having a website that serves as a business card is no longer competitive. Your site should act as a direct selling tool. So luck is not a plan here.

Web开发市场是一个拥挤的市场，消费者喜欢选择。因此，拥有用作名片的网站已不再具有竞争力。您的网站应充当直销工具。所以运气不是这里的计划。

We are big subscribers to the idea that psychology in design rules. By using certain psychological triggers, you can influence consumer choice, that is, nudge users to take a desired path or action. Moreover, that will lead to a better return on investment for you.

我们是设计规则中的心理学的主要订户。通过使用某些心理触发因素，您可以影响消费者的选择，即促使用户采取所需的道路或行动。此外，这将为您带来更好的投资回报。

Now that you know website design can drive sales let us have a closer look at particular techniques and effects used to meet that end.

既然您已经知道网站设计可以推动销售，那么让我们仔细了解用于实现此目标的特定技术和效果。

连续位置效应 (The Serial Position Effect)

Image for post — plugandplaydesign.co.uk plugandplaydesign.co.uk

Coined by Hermann Ebbinghaus, this refers to a user’s tendency to recall the first and last items in a series, rather than the middle ones. Depending on the position people pay greater attention to, the serial position effect is subcategorised into the primacy effect and the recency effect.

由赫尔曼·埃宾豪斯(Hermann Ebbinghaus)创造，是指用户倾向于回忆系列中的第一项和最后一项，而不是中间的。根据人们所关注的位置，连续位置效应可分为主要效应和新近度效应。

The primacy effect states that users tend to recall first items with greater accuracy due to the small amount of processing effort spent rehearsing the item. Very similar to anchoring bias, the primacy effect presupposes that the first pieces of information are more important than the following ones.

首要效应表明，由于排练项目花费了少量的处理工作，因此用户倾向于以更高的准确度调用第一个项目。首要效应与锚定偏差非常相似，其前提是前几条信息比后几条信息更为重要。

Moreover, the theory behind the recency effect is that individuals are inclined to remember the items at the end of a sequence due to their preservation in the short-term memory.

此外，新近度效应背后的理论是，由于倾向于保存在短期记忆中，个人倾向于记住序列末尾的项目。

The serial position effect makes it clear you can control user behaviour by placing items or information in a particular order. Now, let us take a look at some steps towards creating a better design to increase sales.

序列位置效果清楚地表明，您可以通过按特定顺序放置项目或信息来控制用户的行为。现在，让我们看一下创建更好的设计以增加销量的一些步骤。

从最贵的物品开始 (Start with the Priciest Item)

One of the ways to leverage the serial position effect is to put the most expensive item of your paid membership plan first — to attract customer attention.

利用串行位置效应的一种方法是首先将付费会员计划中最昂贵的商品放在首位，以吸引客户的注意。

However, mind your target audience. Do not set too high a price for the first item — it will not work for experienced shoppers and people with higher cognitive ability. Instead, keep the prices realistic, within the bounds of your usual offerings.

但是，请注意您的目标受众。不要为第一件商品设置太高的价格-这对于经验丰富的购物者和具有较高认知能力的人来说是行不通的。相反，在您通常提供的产品范围内，使价格保持现实。

重组导航菜单 (Restructure The Navigation Menu)

No matter the website type, remember to put the most important links at the beginning and the end of your navigation menu. This will help you get many clicks on the information you want to emphasise.

无论网站类型如何，请记住将最重要的链接放在导航菜单的开头和结尾。这将帮助您获得许多要强调的信息的点击。

It may be the “about us” information, service or product pages, customer support, the “contact us” button, special offers, etc.

它可能是“关于我们”的信息，服务或产品页面，客户支持，“联系我们”按钮，特价优惠等。

概述主要好处 (Outline The Major Benefits)

Another way to get the most out of the primacy effect is to put significant benefits in the very beginning. Whether your crucial deal clincher is free delivery or a free trial, shout it out to your clients. Make these offers the most memorable things as users continue navigating the website.

充分利用原始效应的另一种方法是在一开始就获得重大收益。无论您的关键交易决定是免费送货还是免费试用，都对您的客户大喊大叫。当用户继续浏览网站时，使这些提供最令人难忘的东西。

优化页面内容 (Optimise Page Content)

When it comes to designing a landing page, order the content based on the serial position concept. That means devoting the first section of your page to the key idea — usually a business benefit — and ending with a call to action (CTA).

在设计目标网页时，请根据序列位置概念订购内容。这意味着将页面的第一部分专用于关键思想(通常是商业利益)，并以号召性用语(CTA)结尾。

冯·雷斯托夫效应 (The Von Restorff Effect)

Also called “the isolation effect”, the Von Restorff effect states that users remember the things that stand out. To make your potential clients positively remember the unusual items, you can draw attention to light, colour, size, circumstances, image, animation, words, or sound.

冯·雷斯托夫(Von Restorff)效应也称为“隔离效应”，它表明用户记住了引人注目的事物。为了使您的潜在客户积极地记住这些不寻常的物品，您可以吸引人们注意光线，颜色，大小，环境，图像，动画，文字或声音。

强调CTA按钮 (Emphasise CTA Buttons)

Whether you offer products or services, your aim is to make an individual perform a particular action while visiting your website. That usually means pressing such CTA buttons as “contact us”, “learn more”, “buy now”, “request demo”, “register”, “search”, etc. To maximise the chance of success, make that button more visible by:

无论您提供产品还是服务，您的目标都是使个人在访问您的网站时执行特定的操作。这通常意味着按下“联系我们”，“了解更多信息”，“立即购买”，“请求演示”，“注册”，“搜索”等CTA按钮。要最大程度地提高成功的机会，请使该按钮更加可见通过：

Using a contrasting colour and/or size

使用对比的颜色和/或尺寸

Increasing the amount of space around a CTA button

增加CTA按钮周围的空间

Fading or blurring background images

褪色或模糊背景图像

强调您要首先出售的物品 (Emphasise the Items You Want to Sell First)

With the Von Restorff effect in place, you can draw user attention to particular items: the most expensive, best-selling, or new ones.

有了冯·雷斯托夫(Von Restorff)效果，您可以吸引用户注意特定的物品：最昂贵，最畅销或新的物品。

选择的悖论 (The Paradox of Choice)

This is another effect set to control your clients’ behaviour. Coined by psychologist Barry Schwartz, the choice paradox states that too many options usually lead to indecision and, as a result, to lower sales.

这是控制客户行为的另一种效果。选择悖论是由心理学家巴里·施瓦茨(Barry Schwartz)提出的，它指出，太多的选择通常会导致优柔寡断，从而导致销量下降。

To spare shoppers the possible decision fatigue, keep in mind the following recommendations:

为了避免购物者可能的决策疲劳，请牢记以下建议：

Limit the number of CTA buttons

限制CTA按钮的数量

Use pagination or the “load more” button instead of infinite scrolling and allow users to adjust the number of items displayed

使用分页或“加载更多”按钮，而不是无限滚动，并允许用户调整显示的项目数

Reduce the number of default products on your home page

减少主页上的默认产品数量

Enable smart filters to reduce the number of items displayed

启用智能过滤器以减少显示的项目数

齐加尼克效应 (The Zeigarnik Effect)

This is another persuasion tactic web designers cannot ignore. According to psychologist Bluma Zeigarnik, incomplete tasks stick in people’s minds, and they continue thinking about them again and again.

这是网页设计师不可忽视的另一种说服策略。根据心理学家Bluma Zeigarnik的说法，不完整的任务会停留在人们的脑海中，并且他们会不断地反复思考它们。

It stands to reason you should give potential clients motivation to finish the task, whether it’s a signup process, an online purchase, or profile filling. Here is how you can do that.

这是有理由的，无论是注册过程，在线购买还是个人资料填写，您都应激励潜在客户完成任务。这是您可以执行的操作。

Show the progress bar

显示进度条

Give users incentives (for example, new badges)

给用户奖励(例如，新徽章)

Warn users about irreversible changes

警告用户不可逆转的更改

结论 (Conclusion)

It is in your hands to make consumers buy a particular product and encourage them to visit your website over and over again. Depending on the site you are developing, you can use the tactics mentioned above or additionally rely on other psychological rules.

让消费者购买特定的产品并鼓励他们一次又一次地访问您的网站就在您手中。根据您正在开发的站点，您可以使用上述策略，也可以依赖于其他心理规则。

However, do not be guided by these techniques alone. In your hard effort to persuade clients to follow a specific path, do not forget that your objective is to make a site that enables users to achieve their goals. As long as this is fulfilled, you will be able to increase conversions, expand revenue channels, and hold down churn rates.

但是，不要仅由这些技术指导。在努力说服客户遵循特定路径的过程中，请不要忘记您的目标是建立一个使用户能够实现其目标的网站。只要做到这一点，您就可以增加转化次数，扩大收入渠道并降低流失率。

(Lead image: Shutterstock. All other photos in this article are screenshots taken when visiting the respective websites. They are being shown in this article for explanation purposes.)

(最佳图片： Shutterstock 。本文中的所有其他照片均为访问相应网站时的屏幕截图。出于说明目的，本文中将其显示。)

想了解更多？ (Want to learn more?)

Are you interested in the intersection between UX and UI Design? The online courses on UI Design Patterns for Successful Software and Design Thinking: The Beginner’s Guide can teach you skills you need. If you take a course, you will earn an industry-recognized course certificate to advance your career. On the other hand, if you want to brush up on the basics of UX and Usability, try the online course on User Experience (or another design topic). Good luck on your learning journey!

您对UX和UI设计之间的交叉感兴趣吗？有关成功软件和设计思维的 UI设计模式的在线课程：《初学者指南》可以教您所需的技能。如果您参加某门课程，您将获得行业认可的课程证书，以促进您的职业发展。另一方面，如果您想了解UX和可用性的基础知识，请尝试有关“用户体验” (或其他设计主题 )的在线课程。祝您学习愉快！

Originally published at UsabilityGeek by Yana Yelina, who is a Technology Writer at Oxagile, a custom software development company based in New York. Yana’s articles have been featured on ITProPortal, Creative Bloq, UXMatters, and UX Planet, to name a few. Yana is passionate about the untapped potential of technology and explores the perks it can bring businesses of every stripe.

最初由Yana Yelina在UsabilityGeek上发表，后者是纽约一家定制软件开发公司Oxagile的技术作家。 Yana的文章已在ITProPortal，Creative Bloq，UXMatters和UX Planet上发表过，仅举几例。 Yana对尚未开发的技术充满热情，并探索了它可以带给各行各业的好处。