12/27/2023 0 Comments Declutter website![]() The British Gas design above scored a 48, which is well below the average for this kind of landing page. In order to quantify this effect, our team at EyeQuant ran a series of user studies on all kinds of different websites, and used machine learning to build an algorithm that rates the visual clarity of any web design between 0-100, where low scores indicate that the design is very cluttered, and high scores indicate that the design is very clear (as seen in WIRED). These things might not sound like a big deal, but they’re likely to bother the user, even if users themselves can’t articulate why. The different content modules don’t instinctively make sense there’s a bunch of different blocks that are inconsistent in terms of spacing and alignment. It’s not a particularly egregious offender, but there’s some duplicate content on the screen and a little more text than necessary. They have too much built-up context and understanding they know the content, and all the reasons why it’s being presented the way it is, so the sense of being “overwhelmed” doesn’t come as easily as it does for real users.Īs an example, here’s a landing page promoting a special offer from British Gas. ![]() So why does this happen? One reason is that the people who design them aren’t capable of looking at the website with fresh eyes, from the perspective of the user. There’s too much visual noise caused by striking imagery and contrasts Content doesn’t seem organized in a logical wayģ. There’s simply too much content (especially text) on the screenĢ. In the context of web design, there are 3 main characteristics that cause a design to feel cluttered:ġ. But to systematically identify and reduce clutter we’re going to need a more tangible definition.Ĭluttered designs are ones that lack visual order, thus increasing cognitive load as users struggle to parse the visual landscape and understand which parts are important. What is clutter?įor most people, clutter is associated mainly with the feeling it triggers: the sense of being overwhelmed when you see it. In this post, we’ll try and help you do just that. The good news is that fixing this problem can serve as a legitimate competitive advantage if you’re willing to tackle it. It’s a business problem that could be costing online retailers (collectively) several billion dollars. ![]() The truth is: your cluttered website isn’t an aesthetic problem. ![]() It’s important, but not as important as promoting that new product coming out next week, or the email newsletter, or the rewards program or this week’s blowout sale on dog food (or whatever else). This recent screenshot of the JCPenney homepage shows how information overload can make it hard for users to understand which content really matters.Īmong other reasons, clarity in design is considered merely “nice to have” by too many eCommerce teams. It’s rare to meet a designer who doesn’t value the idea of clarity, yet the vast majority of websites are failing to actually achieve it. When it comes to websites (or any interface), users want a clean, clear, well-organized UI so they can find what they want as quickly as possible without getting distracted. This is especially true online, where distracted users struggle to simultaneously manage several browser tabs while chatting with friends and thinking about which song to listen to next on Spotify (out of a library of 30 million tracks). We’re all suffering from information overload, so it’s no surprise that the clearest messages are the ones that rise above the noise. ![]() In our last post we wrote about the challenges posed by the modern Distraction Economy : how information overload has create d a growing gap between the amount of information we’re faced with every day, and our capacity to consume that information. Data shows that most websites are too cluttered. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |