Design Considerations
Awards
Awards are a trust factor; therefore, if an organization or individual has achieved a widely-recognized and/or credible award, it should prominently publish this fact.
Color & Conversions
Color decisions can influence both direct messages and secondary brand values and attributes in any communication. Color should be carefully selected to align with the key message and emotions being conveyed in a piece. However, saying that one color converts better than another is an oversimplification. There is no universal best color. What works on …
Consumer Confusion
Hybrid effect with multiple underlying causes. Consumer confusion is a state of mind that leads to consumers making imperfect purchasing decisions or lacking confidence in the correctness of their purchasing decisions. Choice Overload (Paradox of Choice) – Occurs when the set of purchasing options becomes overwhelmingly large for a consumer. Similarity – Similarity is where …
Paradox of Choice
Barry Schwartz, a Swarthmore College professor, cites many research results from psychologists, economists, market researchers and decision scientists makes five counter-intuitive arguments in this book, The Paradox of Choice: Why Less is More.
Certifications
If a business, organization, or individual has gained a certification, it should prominently publish this fact, since this increases trust in the site. Example certifications include professional and academic qualifications, trade, software, ISO, and safety certifications, to name but a few.