Monday, November 24, 2008

5 Ways to Engage the Unconscious Mind at a Website


We like to think that we are rational, logical decision makers, but the reality is that most human decisions are made unconsciously. So if that is true, can a website engage the unconscious mind?

Here are five of the more compelling ways to do that. Write back and tell me if you agree.

1. Use sex, food, or danger. The unconscious mind pays attention to the possibility of sex, to food, and to danger. If you use any of these triggers at a web site then the unconscious pays attention. So show a picture of a good looking man and/or woman with a flirtatious look in their eyes, or a full color picture of luscious food, or a scary picture, and you'll grab 'em. Well, not all sites lend themselves to using any of those, so let's move on to #2.

2. Use ratings. Ratings invoke the principle of social validation. If we see that other people have rated the (product, idea, author, blog, etc) highly, then we feel we should check it out too.

3. Tell a story. Some of the latest research on brain scans (fMRI scans) shows that people digest information in a story format. Using stories makes information easier to understand, and engages us automatically on both a conscious and unconscious level.

4. Don't offer too many choices. Research shows that people pay attention to only about 2 or 3 attributes of a product or an offer at a website. If you offer too many choices the unconscious can't decide (it's really the unconscious deciding). Too many choices and people freeze up and don't take any action at all.

5. Use the word YOU. The unconscious mind is all about YOU. You will pay attention if you see the word you.

Check it out. See if you react a certain way to sites that follow these 5 principles.

2 comments:

Ujjwal Trivedi said...

Well the suggestions do click! At least they look awesome and pretty logical that they will work. But seems like they can be good to hold a new customer but none of these will actually result in a sale.

Scott said...

Susan, these are great tactics - not just for online communication! Whenever I have a presentation I remind myself to, "tell a story." As you said, it's much easier for the audience to consume the information.