Design elements that visitors mistake for advertising
Visitors of websites are very target oriented. They are aggressively looking for the information they need, and ignore all the unnecessary information. They do not just ignore irrelevant information, but have even worked out peculiar system of self-defense against it. All this is due to the fact that all possible ways are used to distract the attention of Web users from finding the information they want.
Banners and other forms of advertising
In recent years there has been a tendency among the users called “banner blindness.” Studies on what web-site visitor view, noted the fact that in almost all cases, the user’s eye stayed on the banner more than a few microseconds. Web users have accustomed themselves to ignore even the most vivid and challenging banners.
“Banner blindness” as a concept has been used much more widely. Now it refers not only to the user’s reluctance to view the content of banner ads, but also to ignore any unnecessary information or advertising. Many people neglect the colored areas on the edges of the page, to the extent they are most often used for advertising. Thus, any bright images (especially with animation) run the risk of being ignored by visitors. During the study, it was observed that very often users chose only the items and links that interest them on the site, and did not pay absolutely any attention to anything else. When people were asked about it after the study, in most cases, the answer was: “Yes, I’ve seen this information, but mistook it for advertising and therefore ignored.”
So the least favorite advertising techniques in web-design include the following:
- Appears in a popup window
- Loads slowly
- Stimulates users into clicking on it with a variety of tricks
- Does not have a Close button
- Closes the right information
- Does not contain specific information
- Causes a shift of information around your window
- It occupies most of the page
- Constantly flashing on the page
- Constantly moves around the screen
- Automatically plays the sound
Users have developed a strong belief that the effective portion of any web-page looks like plain text (with the exception of only a small buttons like “Add to Cart”, which are located immediately next to product images). The studies show that some people could not make a purchase on the e-commerce site simply because they could not find the Buy button. And the website just had a very large and very bright button, so visitors have ignored it as an unnecessary element.
Analyzing the situation, you can come to the conclusion that “banner blindness” and other ways to ignore Web advertising will only grow and improve. Creating elements of the site, similar to banner ads is a sure way to significantly impair the simplicity and ease of use of web-sites.