The Link Between Behavioral Science and Graphic Design
You may think that behavioral science and graphic design have very little to do with each other. However, behavioral science elevates design to a higher and more cohesive level. Here are three tactics that designers and marketers use to create more cohesive material:
The Power of Simplicity
Ever heard the saying, “less is more”? That’s what this technique is all about. The design is presented so that “the most important concepts and key takeaways [are put] in an easy to understand manner that does not get lost in the ‘fluff’”. While you may think giving the consumer the most information possible would make the most sense, this may lead to a cognitive overload. Although they may be better informed with more information, it can be overwhelming. Making messaging and designs as simple as possible “allows the brain to focus immediately on what’s important”. Consumers will do more research if they want to know more about the product or service, but keeping the design simple will keep them interested.
Good branding relies on consistency. Using consistent shapes, colors, and fonts throughout creates a mental image of the whole brand throughout all materials. Utilizing consistent branding throughout the individual pieces creates a mental stamp for the audience to connect the pieces within that campaign. A brand with a consistent look and feel throughout will not only make creating marketing material easier, but also make more sense for customers and clients viewing the materials.
Plan for Selective Attention
Now more than ever before, there are more advertisements vying for people’s attention, but at the same time, there are more distractions to keep them from looking at those advertisements. As it says in an article from AIGA, nowadays “we consciously and subconsciously filter out new information that doesn’t match what we’re currently searching for”. The solution to this is to plan for selective attention, meaning it is important to point to “the audience’s most pressing desires and issues”.
Sources: https://thelanterngroup.net/2017/01/09/behavioral-science-graphic-design/, http://www.aiga.org/10-consumer-behavior-every-designer-needs-to-know
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