Emotion Does Make for Great Web Design

Today, the whole story has to begin with this guy…..

In 1776, Thomas Jefferson has declared that “All men are created equal”. However it seems like he forgot to finish in his sentence that “but all men are created with differences!”  

As a marketer, to cater the need of the consumers, we have to identify the segmentation of the consumers who share the commons and differences.  Each of our customers has demographically different (no matter significant or subtle); including gender, income and age, even various psychographic conditions. Only expressing with the different and personalized information and technique can a marketer easily draw the attention and talk to the target audiences more accurately. Thus I totally agree with the Kare Aderson’s viewpoint that understanding the science behind human thought is crucial to designing an idyllic experience on the web.  Below I would like to illustrate my points of view through the example of the Southwest Airline.

What Exactly Does The Audience Want from Us?  

First of all, we have to identify some background of the target. People go to Southwest Airline website might expect to find some cheap –priced ticket with high quality plane service that is also attracted by the brand image “Luv Fun” of Southwest rather than Virgin Airline that emphasize the high technology devices they provide. Here is how the Southwest Airline looks like.

User Centered

What do people look for when they are searching on the southwest website? Airplane tickets, of course.    To help their consumers retrieve the information faster, the company place the discount promotion at the center of the page. Thus, on the time the customers open the web page, they can immediately acquire the info and click the hyperlink to get more further information. What’s more, Southwest also provides customer to do quick ticket search at the left column on their official site, which offer more efficiency for consumers to find suitable tickets to satisfy their need. Finally, all the information, including flights, cars and hotels, on the southwest website does match the traveling needs of their consumers.

Don’t Be Annoying!

One of the reasons why I pretty like the website is that they are not annoying at all! As for many other websites, once you open their pages, tones of pop-up advertisement would block your view from the original site that you want to see. So far, I have not meet this problem on the Southwest website, which is kind of relief to me!

Clean and Organized Layout

With blue and white colors, the webpage of Southwest Airline always make me think of sky. Their website is clean and organized. With clear categorizing system, the consumers would be able to find information within a short time. Moreover, the website leaves some blank spaces, which help the website to be seem more spacious than it actually is.

In sum, I do think that the website page of Southwest Airline does quite a good job on UX for their website that provide comprehensive organized information and clean layout to the audiences to satisfy their needs.