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‘Eye Candy’ Adds Perceived Value

‘Eye Candy’ Adds Perceived Value
Published April 21, 2009 by Jenn Soloway Comments: 2

Visually pleasing design – termed “eye candy” – is often treated as an afterthought to form, function, and usability of a product or service, particularly online. This article found at the blog A List Apart explains that this line of thinking can cripple your brand’s personality, before a customer even experiences using your product or service.

The article reads:

Product personality influences our perceptions. Think about how quickly we form expectations about someone simply based on how they dress or present themselves. This is something the automobile industry has known for years, as they spend money to create products that express a specific personality people might identify with. Why does a Dodge Ram seem more durable? What makes a Mini Cooper seem zippy and fun? While there are certainly performance features to support these mental claims, we can also see these attributes expressed in the car’s form.

In other words, the “look and feel” of your product, the website supporting it, even your logo are all integral in communicating how your company functions as a whole, and what your customers can expect from using your product or service. While the actual experience must coincide with the feelings that your image evokes, it is the first step in getting customers through the door to appeal to them on a visual level.

Check out the full article to find out why visual design is a critical part of your company’s brand.


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2 Responses to “‘Eye Candy’ Adds Perceived Value”

  1. Jennifer Hoy said:

    @Chris – it’s true, this applies to everything – on or offline.

    Plus, it shows a dedication and care in what you do. It shows that you are mindful of your image, you are actively working to make it positively reflect on you. That translates in the customer’s eyes to also be actively working for the same in actual transactions.

  2. Chris Griffin said:

    We occasionally have clients who scoff at the need for a well-designed, visually compelling website by saying “If it works, people will use it and not care what it looks like.” This may have been true years ago when often times just HAVING a web presence meant you were the only game in town. Having an important message to convey is certainly key, but how you get that message across is just as important – if not more so. Online competition is fierce. A potential customer coming to your website and seeing that it is old, outdated, unprofessional or just plain ugly may leave even before the home page is even finished loading and certainly before they are able to absorb your messaging. In that circumstance, it’s easy for the viewer to imagine that the company is just an extension of the unprofessional face they put forward. Perception forms the basis for reality. Websites are just one example – this is true for ANY direct or indirect communication from a company to its consumer base.