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Building trust with customers is the cornerstone of any business’s marketing strategy.  In previous posts we’ve mentioned the importance of UX design for businesses and how a well-made website can inspire consumer confidence and loyalty. Now we want to take a look at how businesses and designers shouldn’t use UX design, we believe that there should be ethics in the application of web design. The term “Dark Pattern” refers to a user interface that has been carefully crafted to trick users into doing terms such as buying insurance with your purchase or signing up for recurring bills. It’s a fairly new term in the world of design and was first coined by UX designer Harry Brignull in 2010, who sought to raise awareness of this issue among designers and users so that we could all enjoy a higher standard from the websites we use.  Here we’d just like to highlight the most common Dark Patterns used by companies to manipulate users so that you can avoid them in your own designs and achieve success without manipulating your users in nefarious ways. Here are some of the most prevalent patterns in modern websites:

 

Roachmotel

A roach motel is a pest control trap that is easy for the roach to get in but impossible to get out. Think of any time you’ve tried to delete a social media account; the sign-up process was so easy but the delete account button is hidden behind walls of drop-down menus at the bottom of pages or aren’t visible at all. Concealing any feature on a website is a bad sign, everything on the site should be easily accessible with a few clicks and you shouldn’t have to go searching for it.

Bait-and-Switch

Bait-and-Switch patterns advertise a free or greatly reduced price for a product or service that is unavailable. After announcing the product is unavailable the page presents similar products of a higher price or lower quality. This is a case of flagrant false advertising.

 

Misdirection

This design purposely focuses your attention on one thing in order to distract your attention from another. This is extremely common in software installation where the user when downloading a program sees a prominent button asking to accept the terms and conditions of an unrelated software program. The process for installing the desired program with the unrelated program is less prominently displayed or else seems counter intuitive. There should be no misdirection in UX design, users should always know what they’re getting.

Confirmshaming

This is a form of guilt tripping the user into opting into something. For example, the wording of the option to decline is phrased in such a way as to shame the user into compliance.

Privacy Zuckering

 Named in honour of Facebook CEO Mark Zuckerberg. This design pattern tricks the user into sharing more information about yourself than you really intended to.  This can be done by concealing the data terms and conditions or making them difficult to find.

 

We believe that you should always interact with your users in an honest and open way. UX Design is a powerful tool in which you control all aspects of the users experience and interaction with the site, you must use this power with respect. If you use these patterns you will be tricking and manipulating your users, you’ll destroy any trust between you and your users. We should all demand a higher standard from our websites and the first step towards this is educating users.

 

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This is something that no designer, client or user can fail to notice. Colour affect every interaction a user has with a site. The use of colour can’t be left as an afterthought in the design process or the marketing strategy it is the simplest yet important tool when conveying a message to your users. Poor use of colour is often the cause of inferior designs or lack of impact. Here are a few reasons why colour is so important in for your website:

 

 

Associations and Meanings

Colours have a distinct emotional association, green for example is said to have a calming effect, orange to promote increased emotional responses. These features help to create a distinct feel for a website.

 

Colour is also a distinct element of certain brands, if you have a logo for your business, users expect to see the same colours on the logo as the site.  Change in the colour scheme may feel off brand for the business.

Accessibility for Users

Colour not only effects the user emotionally it also has practical impact. Effective colour use makes the overall experience easier for user. Using colour pallets and contrast ratios ensure the overall look of the website is easy for the user to understand and follow.

Connecting Overall Design

The colour scheme and palette choice will be affected by your type of business, demographics and region you want to operate in. Studies show people link colours to gender. Studies show men interact more with websites that have dark design scheme and saturated colour scheme. Whereas the same studies find women prefer websites with lighter design schemes and a more muted colour pallet.  When designing lookup these preferences of the demographics you’re trying to reach.

 

We hope you found this helpful and you can now view colour as a powerful tool to use. As always contact the team if you have any questions on how to use colour more effectively in you designs

 

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LinkedIn is one of the most popular and widely used social media platforms in thee world and has opened career doors for millions of people. It has become as important to job seekers as a CV and is a vital recruitment tool for companies. SEO in LinkedIn is often overlooked by companies, but this is a waste of an incredible resource, businesses must start viewing LinkedIn like Google, as a search engine. With this mindset a business has an endless supply of skilled employees and their fingertips. LinkedIn is also the most popular platform for B2B companies to acquire new clients so increased visibility on LinkedIn is vital to a business’ success.  Due to LinkedIn’s presence and high domain authority search engines often direct users to LinkedIn for certain search terms. Here are some tips on boosting your SEO in LinkedIn you can reap the rewards of this limitless resource.

Create a Full Profile

This may seem obvious, but many businesses miss out on this most basic of steps. Fill in a profile with as much detail as possible. Tell users everything about the company its history, goals, mission statement and recent projects. Make sure it’s descriptive and engaging don’t just throw random sentence together take time to compose the profile. Remember to add a nice profile picture. Complete profiles always appear higher on LinkedIn listings.

Keywords

Like Google, LinkedIn uses Keywords to help users find certain pages. When writing your profile or posts think of your industry and what might people search for when looking for a company like yours. Your profile page is the perfect spot to pepper with keywords. If you’re a web design company for example your page should be littered with phrase like, “UX design”, Web Development” and SEO as these are some of the most searched for phrases.

Network

As with any social media site the more people you’re connected to the easier it will be for others to find you. Try and add all your employees on the site it will make the company more visible to other LinkedIn users, all your employee’s friends can find the profile more easily and they intern can share content and increase the network effect.

Share and Post

This is probably step to using LinkedIn for SEO. In order for your profile to stay near the top of LinkedIn’s rankings and therefore near the top of search results the profile most constantly be updated. This means writing and sharing posts frequently not once a year or every six months or when a big project is complete but on a weekly basis. Posting makes networking easier and draws people to the profile and makes interactions with other LinkedIn users easier. Any interaction with other pages increases your profiles rankings so post as much as possible.

In these troubled times competition is tougher than ever before, and businesses need to leverage every tool at their disposal.  LinkedIn is still an under used resource that can be effectively used to draw in new clients and recruit talented new staff. Good luck.

 

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