Why Design Matters

MATTERSHow Good Design Affects Conversions

WHY DESIGN

SHOULDER BOWL

BAR

ASCENDERTITTLE

DESIGN IS ALL ABOUT THE. . .

“Good design is good business.”Thomas J. Watson

CEO of IBM from 1914-1956

1/20thof a second

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

determines whether or not a customer will:

TRUST LIKE BUYyour site your brand your product

THIS SNAP JUDGEMENT

THIS SNAP JUDGEMENT

MATTERS

94%First Impressions of Websites Are

D e s i g n - R e l a t e d

Key Factors1. Low Complexity2. High Prototypicality*

For Good First Impressions

*This means similarity to other sites in its category

Contributor to Bounce*

#1Is Poor Interface Design*According to a study by Stanford University

Indicator of Credibility*

#1Is Good Graphic Design*According to a study by Stanford University

VISUAL APPEAL > USABILITYIn 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·ingverb

1 the activation of specific memories that influence subsequent behaviors

| ˈprīmiNG |

The First ImpressionInfluences Every Subsequent Interaction

A Well Designed SitePRIMES people to have positive interactions

with your brand moving forward.

PRIMEDOnce Someone Has Been

EASIERYour Job Becomes Much

ATTENTIONINTENTION

Into

Because Priming Turns

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