Key Design Features to Bring More Attention to Your Website

Author: Rachel Durkan Category: Branding, B2B, B2C, E-commerce & Retail, Nonprofit, Web Design Date: September 4, 2015

The Science Behind Design Concepts

As humans, one of the key parts of the brain that focuses attention is the Reticular Activating System (RAS). The  RAS is our brain’s “filter.” It’s main function is to regulate sleep-wake transitions and body/brain awareness.  Its awareness functionality sorts out the large amount of information our brain intakes and tells us what we need to pay attention to and what is unimportant and can be ignored. – Isn’t science cool?

The RAS sends signals to the brain based on information that relates to…

• Physical needs – When we’re hungry and we see food, we pay attention. Hence, “Why you never go shopping on an empty stomach.”
• Self-made choice – Ever notice when you are looking to buy a new car, all of a sudden the only cars you see are the BMW you’ve been looking at buying?
• Your name
• Emotion
• Contrast – We pay more attention to things that are in contrast  to other things.
• Novelty – The brain will pay attention to things around us that relate to our individual/personal experiences.

These are all things that can be utilized to grab our customers/clients attention. You only have 7 seconds to capture your customers/clients attention, so why not use the key signals that the RAS will capture.

One of the most influential signals you can send that will keep your audience’s attention are images that evoke emotion through novelty. For example, a men’s clothing line that depicts a father and son trying on suits together.

When you think of using contrast images, think of the strong pull that weight loss ads have on us. The before and after pictures of an individual experiences weight loss. We are amazing and drawn into these severe contrasts.

A great color scheme will get users to click on your site, design content with purpose and substance will make them stay, and most importantly help them remember your brand.