Neuro Web Design: What Makes Them Click? (Voices That Matter)

The old brain cares about you. It cares about protecting you, feeding you, and helping you to reproduce. If you want to grab someone’s attention, you need to get the attention of the old brain by having something change, by showing food, by implying sex, or by using the word you.

We pay attention to anything that happens when we are in an emotionally arousing situation. We also remember it more deeply.

If you want someone to take action, you need to get a commitment first to

IF WE SEE that we’ll get what we want right away, that will speak to the mid brain and encourage us to act.

The owners of the Web site might really be trying to get your opinion so they can improve the site. But whether they realize it or not, they also just got you to commit to the site.

We are programmed to think in stories. Web sites with stories will grab our attention.

When we are afraid, we are aroused, and when we are aroused, we remember better. (Actually, it’s really the opposite. When we are aroused, we forget less quickly, so that’s kind of the same thing as remembering better.)

Many of our decisions, reactions, and behaviors are governed by mental processes of which we are not even aware.

Lots of choices will grab our attention, but too many choices overwhelm us—to the point where we likely won’t buy at all.