Why are we so focused on design in business?

THERE'S MORE TO IT THAN YOU'D FIRST THINK

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So why are we so focused on design in business?

Because first impressions matter more than we’d think.

The book Thinking, Fast and Slow describes two modes in which people process information: Systems 1 and 2.

SYSTEM 1, OUR AUTOMATIC SYSTEM, IS INVOLUNTARY AND REQUIRES LITTLE EFFORT.

It provides us with shortcuts based on experience.

 

SYSTEM 2 IS SLOW AND EFFORTFUL, REQUIRING OUR ATTENTION.

System 2 is the one using input to make a reasonable and accurate decision.

 

Would you target System 2 then?

Well, think again…
 

System 1 shapes how users judge the relevance of information:

It quickly scans and only interacts with items that seem to have important information - and lets System 2 to step in.

System 1 judges on the aesthetics, and indirectly, the usability of a site.

If a website is pleasing, users will remember the site as more usable than it actually was.

System 1 also shapes how users judge site credibility.

Do you still wanna mess up with this boss?

WE SEE MORE AND MORE BUSINESSES FOCUSING ON DESIGN - AND CUSTOMERS LOVE IT.

But why do we give them more credit?

When someone first interacts with our business, we have up to 5 seconds to convince them of our value. And first impressions rarely change over time.

We all like to think we are logical human beings in control of the decisions we make.

I mean, we are. Just not on a 100% conscious level. Much of the processing happens before we direct our attention toward it.

Do we all need to follow the latest trends then?

No. Don’t worry, that’s not the case.

You just have to be very clear about your message and consistent in your design.

You have a few seconds to tell your story - and only your visuals can do that.

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