Fly on the wall
Logic vs. Emotion — the quandary of information and acquisition
How does the brain work?
The human brain is complex, super complex. It comes in two halves, a left and a right half. One (the left) is the creative, messy side that’s all emotionally driven and fanciful. The other (the right) is very logical and governs the analytical elements of thought.
People, in general, sway between the two in varying degrees. You can be 80:20 Left:Right and therefore may have more of a leaning towards emotionality and a little more impulsiveness. This applies to your customers when they are using your digital products (websites, portals, apps etc…). Where others may want more information before making a decision to buy/get in touch (insert your preferred CTA here) and will analyse and weigh up the pros and cons.
The User journey UX/UI
Your consumers are on a journey, where you intend to ‘acquire’ them, whether that is a form submission, a call or a purchase. They must be suitably informed in order to make the decision to be ‘acquired’. As mentioned before, there are different types of people, the more impulsive vs. the studious. Therefore the journeys will be different. Mass-customisation is complex (and expensive for most clients). Therefore the answer is to adapt the journey to take into account the different levels of Acquire vs. Inform.
Clear calls to action at each point along the journey allow users to decide whether they want to know more or take action. Think of it as a really nice tram journey, you know where you can get on and off any time you like. Opposed to a motorway, where you could be stuck on the same road for 20-odd miles until you can get off. The destination in this instance is probably the same, however different customer will find their most appropriate away.
Keep your content concise and build it up, ensuring that it complements itself along the journey. Take into account the levels of inform and acquire that different individuals may require. Keep imagery simple, bold yet sleek.
Address the visual balance with creative design
Balance up the logical vs. emotional behaviours in imagery and designs when considering how the user/consumer will react. The logical elements must be represented in concise, straightforward graphics that clearly state benefits and clarify enquiry. Emotional elements must be represented by the gratification end goal. For instance, using imagery that represents the desired end-state. I.e. mortgages — a house, pet food — a healthy pet etc...
Sliding scale of decision-making
So, to conclude, appreciate that everyone is different and will make decisions based upon a differing balance of logic. Make sure that it is represented in your UX/UI and creative design.
Jon Broadbent is Creative Director & Founder of Fly Agency, he creates, thinks, writes (occasionally) and really wants to make user journeys easier and better looking. If you want to chat with Jon, get in touch.