What the customer sees
Layout, colours, photos and buttons. A good interface tells people in half a second who you are and what to click.
ExampleOne red button instead of five.
Key
Why it works. In plain language.
You don't need to know marketing or computers. Each principle is described in one sentence with an everyday example. We put the same principles to work for you.
Three fields
UI · Interface
UX · Experience
Cognitive marketing
Look, ease of use and the psychology of choice.
How the customer feels
How many steps away the booking is, whether something annoys them, whether they know what comes next.
ExampleBooking in 3 clicks, no phone call.
How the brain chooses
Knowledge of how people really decide: using shortcuts, in a split second, more often with the heart than the spreadsheet.
ExampleThe price list starts with the most expensive package.
- StimulusThe photo and headline the customer sees first
- AttentionOne thing highlighted, the rest in the background
- TrustReviews, faces, clear prices
- DecisionOne simple step: call, book
2002 and 2017Nobel Prizes in economics for research into how people really make decisions (Daniel Kahneman, Richard Thaler)
50msis how long a first impression of a website takes (Lindgaard et al., 2006)
AIartificial intelligence and data put what big brands spent years testing within reach of small businesses today
1. People decide fast.In half a second we judge whether a business can be trusted.
2. The brain takes shortcuts.It follows simple rules, usually without us noticing.
3. We know these rules.We design your website and ads so that customers easily choose you.
Honestly: these principles help customers understand and choose faster. We don't use them to deceive anyone, for example with fake counters or made-up reviews.
Lab
Five games for your brain.
Each one shows how your customers make decisions without even knowing it.
What colour are these letters?
RED
Hard, isn't it? When the word says something different from the colour, the brain gets confused. Ads are the same: text, colour and image must all say the same thing.
Which square will you remember?
The red one, of course. The eye instantly catches what is different. That's why on your website only the “Call” or “Order” button will stand out like this.
Is a PLN 79 steak expensive?
Fillet steak, truffle saucePLN 129
Ribeye steakPLN 79
Beef burgerPLN 39
When you see PLN 129 first, a PLN 79 steak seems reasonable. When you see a PLN 39 burger first, the same price seems high. Your menu and your price list work the same way. Click the button and see.
You can't leave this alone, can you?
Do you feel the urge to finish it? Things we have started don't leave us in peace. That's why a customer who starts a short quiz usually sees it through to the end.
Can you read the price and the phone number?
Women’s haircutfrom PLN 120tel. 600 100 200poor contrast
Women’s haircutfrom PLN 120tel. 600 100 200good contrast
Grey text on a grey background looks elegant – until someone with weaker eyesight looks at it, or reads it in full sun. Click and compare. High contrast isn’t a matter of taste; it decides whether a customer can read your phone number at all.
Finally
Click the background. Watch the signal travel through the network.
That's how attention works: one thing lights up the next. A good website leads customers from the first glance to the phone call.
Start with a free audit.
Within 24 hours we'll send you 3 specific things to improve, even if we don't end up working together.