1. { Analyze Your Web Site for Feeling and Effectiveness

2. What makes a web site effective?

3. Bottom Line: A web site should make Money for the business

4. Buying Decisions are made with emotion

5. Research shows that we base buying decisions on emotional response. Buy now, justify later.

6. Emotional response comes first, and then we rationalize that decision. (post-hoc rationalization)

7. { natural chicken genetically engineered healthy but less tastytasty, but less healthy

8. The earlier you establish an emotional connection the more difficult it becomes for consumers to choose another product based on performance.

9. Testing for Emotion

10. Ask: How do we want people to feel about our business? What emotions might they be looking to fulfill?

11. Gather a testing group.

12. Show them your web site. It is not important that they understand what you do.

14. (Any score 8 and above is good)

15. Researching Emotion

16. List target emotions for your site/business

17. Pick a couple of those emotions and ask “What industries try to convey those feelings?”

18. List specific businesses in those industries.

19. Analyze those business websites for FEELING in each of these areas:

20. Header

21. Navigation

22. Body

23. Whole page look

24. Other

25. Communicating Emotion to a Designer

26. YOU do the above research and give your results to the design team.

27. Don’t tell them what to do, just what you want. Let them do their Job!

28. Share that feeling is what’s most important to you.

29. Buying Decisions are backed up with Logic

30. Make what you do very obvious

31. USP – List UNIQUE SELLING POINTS in obvious clear language – NO corpro-speak

32. Client quotes above the fold

33. Brand associative logos

34. Usability vs. the Appearance of Usability

35. The appearance of usability is about feeling

36. Actual usability is about “can they find it?”

37. Usability in a Nutshell

38. Can users identify and easily understand categories and labels? Do they know what everything’s for?

39. Usability Tips

40. Obvious grouped categories of navigation

41. Navigation Labels you doing have to think about or explain

42. Banner Blindness

43. “Learn More” vs. get more info

44. No internal jargon

45. Buttons must look “click- able”

46. The look (feelings!) does matter. Sometimes a balance must be found

47. Appearance of Usability

48. Chunks! (5-7) Visually separate your chunks with

49. Proximity

50. Titles

51. Color / graphics

52. Size

53. Writing for the Web

54. Short sentences & paragraphs

55. Straight to the point

56. NO flowery language or business speak or jargon. Talk like a real person.

57. USP Heavy

58. Title your paragraphs