So obviously, why can't users see?

As a http://www.aliyun.com/zixun/aggregation/8135.html, we often hear users say: "Ah?" in the "> Usability test." I didn't notice! ”

After an operation, the page pops up a dialog box informing the user of the success of the operation, the feedback is clear enough? The user said: "Ah?" Why is it not responding? ”

A user-friendly operation for the user to design the common operation of the entrance, simple visual and background to distinguish. But the user is still redundant operation, asked then said: Ah? I didn't notice! This can be directly written to say?! ”

A new feature online, the site homepage navigation added a module, the revision is big enough? The user said: "Ah?" I don't see any change. ”

Every time you hear that, designers freak out: Why? The design is so obvious, why can't the user see??

To find out, we can think back to our own experiences when we were playing "people come to pick a fault".

Such a picture, most people's first eye must be concentrated in these three parts: face, chest, buttocks, and then perhaps the legs, hands. But in the fault, the different points often appear in the wall, background and other insignificant places. It is difficult to find fault, people will "uncontrolled" attention to some important things, and other information "blind".

The human eye is not a scanner, it after billions of years of evolution, with the "fast capture important information" skills, not to "find fault" or "look for the entrance."

"Quickly capturing important information" means "ignoring" other information. It is "blindness" that allows us to invest our limited resources in important information.

What is the important information? From the perspective of evolutionary psychology: information related to survival and reproduction is important information, such as beauty. Human eyes, after billions of years of evolution, can quickly see this information, even to an uncontrolled level. Compared with the beauty, a function of the entrance or pick and play the nuances of the game, it seems irrelevant.

What kind of information is important to a person and will make people "not controlled" to notice it? We know the human attention to the law, you can use it to attract attention, so that the design is no longer "blind", so that users no longer hard to "find fault."

What do people pay attention to "uncontrolled"? Dangerous, athletic, new, different from the background, related to the basic physiological needs, related to the modern survival, related to the breeding, the immediate need, others attention.

Some of these laws are widely used in advertising campaigns. A classic advertising eye movement research shows that: by adjusting the visual direction of the characters in the advertisement, we can guide the attention of the spectators to the products and effectively improve the marketing effect. Here, is to use the "people will pay attention to the attention of others," the law.

GUCCI perfume ads with sexually appealing to attract attention to the human body, and even heard that there are now printed on the back of the 100-dollar bill pattern of small advertising, such ads fall on the ground, 10 of nine people will pick it up? They take advantage of people's attention to basic physiological needs and modern survival needs and other related information, want to "ignore" is a bit against the instinct.

In our product design, less than the use of people's basic needs, survival and reproduction of the relevant information, more commonly used by people on the novelty, and the background of different, sports and other related information attention.

Mobile QQ space at the bottom of the page there is a shortcut key, it can be directly into the common operation, such as writing to say, send photos and so on. We want to be able to guide users to write and send photos more through the shortcut keys to operate. However, in the usability test found that novice users in the use of the shortcut to the end of the note, after being asked, and very surprised to say: "Originally this can be pressed?" So this can be directly written to say? I didn't see it. "As for the new dynamic top filter feature, nobody noticed it." Optimized mobile QQ space is: the original square, and the background similar to the shortcut button into a different background and the circle, and texture, color is completely different. The user sees and then tries to click and finds that it can be done directly. The dynamic filtering function, as a new icon appearing on the navigation bar, also arouses the user's attention and curiosity. In usability testing, users can proactively try, discover, and use them to accomplish tasks.

Another example is the feedback tip of the QQ mantra. After the user cast the spell, will expect the other side avatar changes, but the avatar changes have a time delay. In order to avoid users can not see the feedback in time, designers in the QQ show position pop-up a small window, told the user "spell cast success." However, the user's focus on the other side of the head, the small window "blind". The optimized feedback is an animation effect, due to the movement of the sensitive, users quickly notice feedback, know their "curse success." At the same time, the streamlining of copywriting also allows users to quickly capture important information.

Finally, share a classic "blind eye" psychological experiment. In the short film, two hosts will change to a poker magic, the back of the card will be changed from blue to red. Can you see the mystery? (If the video does not load out, please refresh the page, thank you!) ）

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