Note: Yes, just pay attention!

What is attention?

The psychology teaching material says the attention is the psychological activity to certain object's direction and the centralism. Do you understand me? See here ————————— right, follow the broken polyline ——————— This is attention! Now clear, attention is a psychological process.

Note that there are some characteristics, here is not in detail, then why should research attention, understand the characteristics of attention to our work how to help it? Here are some questions to talk about.

We all know that attention can be transferred, so some people study the point of attention, interference, blink, return inhibition and so on. If attention is to be shifted, there must be a new thing that attracts attention, this new thing, which we call a novelty stimulus. Our job is to use the attention of this feature to guide the user's behavior.

How can novelty stimuli attract attention?

If an activity conforms to one's needs and interests, or is more important to oneself, or, literally, the thing is new, specific, and attention shifts to such stimuli, which do not require the will to be controlled. From here, we know some of the characteristics of attention, then, let us combine some examples to see how to use the characteristics of human attention to make our design better get the user's attention.

First, let's look at the recognition characteristics of faces. The human face recognition has a special priority, when the face and other things in a picture, the face will be given priority attention, and be processed and identified (face recognition early processing of brain components N170 of the discovery confirmed this point). A part of a face, even an animal's face, will be given priority. Not only that, but also the way humans look at faces without being treated differently, but with order and focus. Here is the eye-movement trajectory of a normal person when they see a face, from which we can see that the eye movement and gaze time are mainly concentrated in the eyes, nose and mouth in a picture of the face, that is to say, in a picture of a face, these parts attract more attention. , so, in some designs, we can take advantage of this feature.

Fig. 1 Eye movement trajectory map of face recognition

Next, we'll look at a set of advertising pictures made using this attention feature of humans:

Figure 2 Advertising Pictures

Did you inadvertently notice the products on these pictures? And these products will be in your eyes when you are not working on your own face, and the length of exposure is much longer than the part that only places the product in the face.

Secondly, using pattern recognition theory (feature analysis) to highlight products and attract attention. We do not need to remember the conceptual definition of a feature in a textbook, as long as it is known that color is a feature and shape is a feature; it's easy to find a green letter from a bunch of red letters, and finding a triangle from a bunch of circles is easy. This is enough, our job is to use this knowledge in the real world, not to recite the textbook. Use the stimulation features to highlight the product to achieve the desired effect. Take the color, we know that the red-green, yellow-blue, black and white are three basic complementary colors, in these complementary colors derived from a lot of different colors to achieve the effect can be.

Using the Top-down processing features

Having said so much from the bottom up, let's take a look at more advanced processing characteristics and see the characteristics of human initiative. Take our ticket channel, for example, if a user wants to buy a ticket from Beijing to Shanghai on the October 10, what points will he pay attention to? Generally speaking, the price of air tickets, the Take-off time must be the most important two parts. For those who want to buy low-cost tickets, the low price must be the most attractive to his attention, and for the users in time, sorted by time products, the most convenient for their search. We need to provide the user with at least one sort of situation (see Figure 3 below).

Figure 3 Ticket sorting function

In fact, the use of human attention, memory and other cognitive processing characteristics, we can design a lot better, more in line with user needs, improve the user experience of products to, then how to meet a variety of different requirements of the user, effectively attract attention? Then you need designers to give full play to their ingenuity!

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