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Seeing Outside the Box
Why Parts of Your Design Are Invisible
Great designs are focused on
supporting tasks …
Visual designs can support or sabotage tasks
Use Digital Psychology Principles
to Support Tasks
Perception
Gestalt Principles predict what people notice
• Financial managers• Human resources managers• Purchasing managers• Insurance, real estate and financial brokerage managers• Managers in health care• Financial auditors and accountants• Financial and investment analysts• Securities agents, investment dealers and brokers• Other financial officers• Civil engineers• Mechanical engineers• Electrical and electronics engineers• Petroleum engineers• Information systems analysts and consultants• Database analysts and data administrators• Software engineers and designers• Computer programmers and interactive media developers
Financial managersHuman resources managersPurchasing managersInsurance, real estate and financial brokerage managersManagers in health care
Financial auditors and accountantsFinancial and investment analystsSecurities agents, investment dealers and brokersOther financial officers
Civil engineersMechanical engineersElectrical and electronics engineersPetroleum engineers
Proximity Principle
Financial managersHuman resources managersPurchasing managersInsurance, real estate and financial brokerage managersManagers in health care
Financial auditors and accountantsFinancial and investment analystsSecurities agents, investment dealers and brokersOther financial officers
Civil engineersMechanical engineersElectrical and electronics engineersPetroleum engineers
Similarity Principle
Similarity Principle
ManagersFinancial managersHuman resources managersPurchasing managersInsurance, real estate and financial brokerage managersManagers in health care
FinanceFinancial auditors and accountantsFinancial and investment analystsSecurities agents, investment dealers and brokersOther financial officers
EngineersCivil engineersMechanical engineersElectrical and electronics engineersPetroleum engineers
ManagersFinancial managersHuman resources managersPurchasing managersInsurance, real estate and financial brokerage managersManagers in health careFinanceFinancial auditors and accountantsFinancial and investment analystsSecurities agents, investment dealers and brokersOther financial officersEngineersCivil engineersMechanical engineersElectrical and electronics engineersPetroleum engineersComputingInformation systems analysts and consultantsDatabase analysts and data administratorsSoftware engineers and designersComputer programmers and interactive media developers
Common RegionPrinciple
ManagersFinancial managersHuman resources managersPurchasing managersInsurance, real estate and financial brokerage managersManagers in health care
FinanceFinancial auditors and accountantsFinancial and investment analystsSecurities agents, investment dealers and brokersOther financial officers
EngineersCivil engineersMechanical engineersElectrical and electronics engineersPetroleum engineers
ComputingInformation systems analysts and consultantsDatabase analysts and data administratorsSoftware engineers and designersComputer programmers and interactive media developers
Common RegionPrinciple
Excperpted from 100 Things Every Designer Should Know about People,Susan Weinschenkhttp://www.creativepro.com/files/downloads/20110601.pdf
Risk: Boxes Influence Perception
Proximity
Page is a Common Region
No Similarity
Common Region
Proximity
PerceptionWhat we notice
AttentionWhat we focus on
Attention –will you notice
something unexpected?
https://www.youtube.com/watch?v=IGQmdoK_ZfY
Daniel Simons on You Tube at: https://www.youtube.com/channel/UCoUA-CpKaFCCV2Uz__qNJZwAwwSee also: https://www.youtube.com/watch?v=b7LuvAM6XLg
50% don’t see it“We experience far less of our visual world than we think we do….” - C. Chabris, D. Simons, ‘The Invisible Gorilla and Other Ways Our Intuitions Deceive us’
75% think they will notice
100% of web designers think
you will see everything
Inattentional Blindness:
focus attention on the expected
What IS expected?
Next step of task is on BODY of page
2006, Nielsen F-Shaped Pattern
1. Perception+ Box is a separate region+ Box isn’t in close proximity+ Box looks dissimilar2. Attention+ Box is in unexpected location
= Invisible
Errors dropped 75% -Applied Similarity (Color) & Proximity
PerceptionWhat we notice
AttentionWhat we focus on
Memory What we rememberconsciously and unconsciously…
Q: What do ‘other sites’ do
that impacts behaviour on
your site?
Behaviour‘primed’ by ad
exposure
“There’s nothing
obvious telling me
this is somewhere I
could report a fraud.”
Ignored in the past = less likely to see in the future
http://www.journalofvision.org/content/11/11/159.short
Tullis Study 1: Messages with and without Images
A B
C D
From: ‘Are People Drawn to Faces on Web Pages’http://dl.acm.org/citation.cfm?id=1520641
Heatmaps (red = most time looking)
Least ‘Box-Like’ = More Looks & More Successful Clicks
Total Number of Fixations Total Fixation Time (secs)
Number of Clicks Per Design
Focus Attention on the Task & Direct It
Tullis, Siegel & Sun 2009
1. Perception+ Task step in a box2. Attention+ Box is in unexpected location3. Priming+ Box looks like an ad
= Really Invisible!
What to do?
1. Apply perceptual principles
appropriately
2. Recognize you have
illusions about attention
Challenge your illusions
sign up at whichtestwon.com
Think about what’s
expected
3. Avoid using images for task steps
4. Avoid anything that looks like an
ad
5. Most important:
testtesttest
Now go check your site for:
