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Do Orange buttons have higher conversion? Are carousels really evil? And should I still be scared of ‘the fold’? Branded3’s Creative Manager Andy Curry guided delegates through the mire of misinformation and rumour that seems to surround so many aspects of digital design. On the way discovering the origins of many popular design myths, how valid they might actually be and what you can take from them to really boost your engagement.
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Welcome to…
Welcome to our Leeds September Seminar
10 Myths of Digital Design
Andy Curry – Creative Manager
#B3Seminar
IntroductionWhere do they come from?
Are they true?
Let’s have a meeting!
The Myth:
“Carousels are bad and should never be used .”
Where does it come from?
Designers
Is it true?
Test #1
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Siemens website
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F Pattern• User don’t read top to bottom
• Bounce around
• Eye moves quickly between points of interest
• Attention moves backwards too
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Selective attention / banner blindness
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Should I use Carousels?
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No.
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COMIC SANS IS EVIL
The Myth:
“Comic Sans is an awful font and should never be used.”
Where does it come from?
Designers
“Sometimes
Times New Roman is not the best choice.”
Created in 1994 by Vincent Connaire for Microsoft
“We are summoning forth the proletariat around the globe to aid us in this revolution. We call on the common man to rise up in revolt against this evil of typographical ignorance. We believe in the gospel message “ban comic sans.” “
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Is it true?
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VAG Rounded
ANIME ACE BOLD
Action Man Bold
Century gothic
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The Myth:
“All designers are über-trendy hipsters.”
The Myth:
“If I make my buttons orange more people will click on them.”
Where does it come from?
Chinese Whispers
Is it true?
Change button colour
Sign UpSign Up
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Sign UpSign Up
35.81% rise in conversion
Change button colour
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Sign UpSign Up
Change text colour
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Sign UpSign Up
18.01% drop in conversion
Change text colour
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Sign UpSign Up
Enlarge the button
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Sign UpSign Up
10% drop in conversion
Enlarge the button
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Make it personal
Start your 30 day free trial Start my 30 day free trial
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Make it personal
Start your 30 day free trial Start my 30 day free trial
90% rise in conversion
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Convey value
Order Information Get Information
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Convey value
Order Information Get Information
38.26% rise in conversion
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Consider your users motivation
Get your membershipFind your Gym
and Membership
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Consider your users motivation
Get your membershipFind your Gym
and Membership
213.6% rise in conversion
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The Myth:
“Designers can’t exist without a constant supply of caffeine.”
Your brain on coffeeYour brain on coffee:
• Caffeine blocks Adenosine receptors - the chemical responsible for informing your brain of fatigue
• The effect begins within 5 minutes
• Effect peaks between 15 minsand 2 hours
Your brain on beerYour brain on beer:• Decreases working memory
• Care less about what’s happening around you
• This frees your brain to think more creatively
The idea The Execution
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The Myth:
“You have to place your most important content above the fold.”
Where does it come from?
Habit and History
Is it true?
The fold still exists
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Encouraging exploration• Information foraging
• Narrative structure
• Logical flow
• The promise of more –information scent
• Believe it will be worth their time
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‘Top Heavy’ Algorithm
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The Myth:
“Web designers just make things look pretty.”
Is it true?
