The Bank of America website has the corporate look and feel we're used to: businesslike and sterile.
Posted: Sun Jan 19, 2025 3:18 am
Functional, reliable, user-friendly and enjoyable
In the book 'Designing for Emotion', Aarron Walter (director of User Experience at MailChimp) makes a connection with the well-known pyramid of Maslow and the hierarchical order of universal basic needs. Similar to Maslow's pyramid , Walter states that a website must first be functional, reliable and user-friendly (in that order) before pleasure can be experienced. In that respect, our approach so far (mainly focused on the first three layers) is not wrong: but it is time for the next step.
maslow emotional design
Three levels of emotional design
A little bit of theory before we move on to practice: Don Norman identifies three levels of design in his book :
Three-Levels-of-Design-Appeal
Source: monicayllu.blogspot.nl
Visceral level (I want it!)
The lowest level contains all the elements of design that contribute to the user's instinctive reaction: the first impression. What does it look like? How does it feel? Personality and cultural background play a role here.
Behavioral level (I can master it)
The second level is how the design affects the user experience. Does it function well, pleasantly and reliably?
Reflective level (It completes me)
The highest level – and now it gets interesting – is focused on the (brand) experience and personal meaning. This level is about appreciation and personal reflection: does this suit me? Do I feel addressed or acknowledged? Do I feel comfortable or 'at home' with this brand or organization? The correct application of these levels ensures:
Effectiveness: the design optimally supports the visitor in performing the task.
Attractiveness: design attracts attention and influences perception. Attractive websites simply 'score' better.
Fun: the design creates appreciation and fun in use. The site, app or intranet is not only useful, but also fun and enjoyable to use.
Memorable: The design helps build a relationship and creates a lasting impression.
Plutchik wheel
'The Wheel of Emotion' by Robert Plutchik (1980).
Strong copy, photography and video
Creating an atmosphere and emotionally 'touching' a visitor is a combination of panama mobile phone number list strong copy, photography and design. Photos that appeal to the emotions of your visitor: surprise, touch, inspire you. (Service) texts that are not only functional and informative, but also endorse the feeling of your customer.
Personal
bank1
Simply does it differently. They present their employees and build a personal(er) bond with you as a visitor. Real photos, real employees.
bank2
Another example: Housing Works from New York tries to build an emotional bond with the visitor by telling personal stories.
Housing
And Aids Fonds Nederland also builds a bond with the visitor through personal stories.
Aids Fund
Humor
Most service texts are instrumental and businesslike. But that can be different. MailChimp is world famous for its brilliant service texts full of humor. An example of how MailChimp complements you for a new registration on your mailing list:
In the book 'Designing for Emotion', Aarron Walter (director of User Experience at MailChimp) makes a connection with the well-known pyramid of Maslow and the hierarchical order of universal basic needs. Similar to Maslow's pyramid , Walter states that a website must first be functional, reliable and user-friendly (in that order) before pleasure can be experienced. In that respect, our approach so far (mainly focused on the first three layers) is not wrong: but it is time for the next step.
maslow emotional design
Three levels of emotional design
A little bit of theory before we move on to practice: Don Norman identifies three levels of design in his book :
Three-Levels-of-Design-Appeal
Source: monicayllu.blogspot.nl
Visceral level (I want it!)
The lowest level contains all the elements of design that contribute to the user's instinctive reaction: the first impression. What does it look like? How does it feel? Personality and cultural background play a role here.
Behavioral level (I can master it)
The second level is how the design affects the user experience. Does it function well, pleasantly and reliably?
Reflective level (It completes me)
The highest level – and now it gets interesting – is focused on the (brand) experience and personal meaning. This level is about appreciation and personal reflection: does this suit me? Do I feel addressed or acknowledged? Do I feel comfortable or 'at home' with this brand or organization? The correct application of these levels ensures:
Effectiveness: the design optimally supports the visitor in performing the task.
Attractiveness: design attracts attention and influences perception. Attractive websites simply 'score' better.
Fun: the design creates appreciation and fun in use. The site, app or intranet is not only useful, but also fun and enjoyable to use.
Memorable: The design helps build a relationship and creates a lasting impression.
Plutchik wheel
'The Wheel of Emotion' by Robert Plutchik (1980).
Strong copy, photography and video
Creating an atmosphere and emotionally 'touching' a visitor is a combination of panama mobile phone number list strong copy, photography and design. Photos that appeal to the emotions of your visitor: surprise, touch, inspire you. (Service) texts that are not only functional and informative, but also endorse the feeling of your customer.
Personal
bank1
Simply does it differently. They present their employees and build a personal(er) bond with you as a visitor. Real photos, real employees.
bank2
Another example: Housing Works from New York tries to build an emotional bond with the visitor by telling personal stories.
Housing
And Aids Fonds Nederland also builds a bond with the visitor through personal stories.
Aids Fund
Humor
Most service texts are instrumental and businesslike. But that can be different. MailChimp is world famous for its brilliant service texts full of humor. An example of how MailChimp complements you for a new registration on your mailing list: