Human's short-term memories have not evolved to store a lot of information. It is known that the information stored in short-term memory is very limited, especially when exposed to intense and extraordinary data.
Today, the human brain has the same features as 10 thousand years ago. Therefore, the information it prioritizes for storage has a limit and certain characteristics. This inference has led us to the conclusion that studies need to be done to design catchy websites.
Realizing that people have physiological limits as well as their tastes, designers continue to work to keep websites in short-term memory and to create positive judgments in users. Web design principles are constantly being developed to keep the structure and interface design of the website in mind as well as attract the attention of the users.
The Limits of Brain Power Should Be Considered in Design
Unfortunately, when it comes to abstract thinking, our brains let us down. For example, our short-term memory is programmed to store only 7 separate pieces of information for 20 seconds. The necessity of using this information very accurately can lead to misunderstanding of web design rules.
The data we provide about our short-term memory; It does not mean that the website menu should consist of 7 separate items. Using too few items increases abstraction while designing the menu of websites, and using too many items is considered a more accurate option to attract the attention of the site visitors.
Specific features of short-term memory have led to the creation of new and effective guidelines in web design:
- Response time should be as fast as possible; because visitors can forget what to do.
- Visited links must change color; because visitors can confuse which pages they visit.
- If there are product comparison modules on the sites, these modules should be designed carefully. Otherwise, visitors may be confused.
- Web sites should have help options; Because users can easily forget which menu and title they are in and get confused while browsing the website.
Although generally accepted techniques are used in the web site design phase, the fact that there may be individual differences should not be ignored. Some websites are so focused on grabbing users' attention that they forget the reality of the thick lines drawn by short-term memory. For this reason, it is important to realize designs that will appeal to the short-term memories of most of the users, will be kept in mind and will direct visitors to take action.
Websites Should Be Able to Communicate Emotionally with Visitors
Users who visit the website can more easily remember the interfaces that create emotions in them. An aesthetically pleasing visual, a fun slogan or the harmony of the colors used in the interface are among the ideal elements to start the design. Once an emotion is aroused in the visitors; users will return to that website and spend time on the site again.
Speaking of first impression; We also want to remind you that the first impression can be bad and users who visit the website can be completely lost. Even if the website does not get the full score from all visitors, it is necessary for the website designers to know their target audience in order to be generally accepted. For this; Research should be done specific to the company where the website will be built, trends should be followed and elements that will provide permanence in short-term memory should be used in the design.