![]() In the face of such evidence, why would you not make your website simpler? BABY is going to perform better in the stock market than, say, JWXEV based on the name alone. Take a simple example: Stocks with easy-to-pronounce ticker symbols outperform those with hard-to-pronounce ones. If there’s an easier way to think about something, we choose it. Cognitive fluency is “a measure of how easy it is to think about something.”Īs you’d guess, we like to think about things that are easy to think about. The concept behind simple websites is cognitive fluency. Yep, that’s it - the most popular website of all time: ![]() Maybe that’s why Google, the most-visited website on the planet, is also one of the simplest websites on the planet. One of the most surprising findings of the study was that people can tell whether a website is simple or complicated in 50ms (just. ![]() Google’s research discovered that simple websites - those with low visual complexity and high prototypicality - were much more appealing than complicated websites. If consumers felt that an option was simple or easy, it made them more likely to spend their money. As you would assume, the simple options won. Yale researchers in partnership with Stanford and University of Michigan scholars wanted to find out if people were more likely to spend money in response to complicated descriptions or simple ones. Simplicity Makes People Spend MoneyĪ final study should convince you. Another way of saying it is that simplicity makes people smarter. The more complicated or hard-to-read the font, the harder it was for subjects to process information and impaired reasoning skills. Simplicity Makes People Think BetterĪnother test discovered that simple fonts and print helped people reason more clearly. In other words, simple objects made people happy. Scientists found that the easy-to-hold objects made people smile slightly. The subjects were hooked up to electromyographic equipment to measure facial response to the objects. In one study, scientists asked subjects to pick up a two types of objects: easy-to-hold objects (simple), and hard-to-hold objects (complicated). You can distill the complexity of your website into something way more simple. What does Einstein have to do with your website? There is nothing simple about mass-energy equivalence or special relativity, but Einstein was able to express it in five characters. You’ve probably heard that smart people love simplicity.Įinstein, who discovered that E=mc2, was a major fan of simplicity. (Your users are going to love you.) The Surprising Truth About Simple Websitesįirst off, let me whet your appetite for simplicity. The KISS rule helps to stamp out confusion and turn your website into a simple, seamless, powerful, well-oiled machine. So many different groups are providing their input, making requests, asking for changes, insisting on features, and making the whole thing pretty darn complicated.īy the time the website gets to the end user, the website a hopeless, confusing mess. When making a website, things can get dicey. How we think impacts how our product looks, feels, and functions. The things that we create - websites, user interfaces, business plans, articles - are the product of our minds.
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