Perception is reality. Not always on the web.
February 2nd, 2004
Most every Marketing 101 student learns that “perception is reality.” That is, that which your client believes to be true, is true - regardless of the truth. If your product is perceived to be garbage, then it is so in the mind of that consumer. We all are victims of this theory. We all have our favorite brands, products and services and have likely created these preferences based on a first impression. Some companies we believe to be better, faster and stronger than others. In reality this may not always stand true.
Because of this theory in marketing, there is a tendency to make things appear or “look” better. The more fashionable or sophisticated looking we make our project the better our clients will react. Image is a crucial element. If our users think our website looks good, than it must be good.
This (in my opinion) problem is present in almost every web project I see or in every “problem” project I am asked to fix. The perception of our clients outweighs the utility of the project when it comes down to priorities. This is a natural human response to advertising one’s brand. We want our site to look good. We want our users to be happy and impressed with our capabilities by capturing their attention. Sometimes this is ok and justifiably warranted, but not always.
Websites are tools for accessing content. Most of our “everyday” websites are not there to merely throw images and visuals in our face, but to convey a message, distribute information or provide resource. When you mix your messages, the users get freaked. The best and widely-used example of how web users are more savvy today in terms of perception is Google. Now a household name and colloquial verb, Google realized long ago that users will overlook a simple first impression of the site (which could lead to a weak perception) when they are impacted by the shear usefulness of the service. It works. Users come back over and over.
On the other end of the spectrum is a site like Chipotle.com. This site not only conveys a clean and clear intended perception (our food is simple and good), but allows quick access to content. Forget the fancy colors, marketing lingo and shiny graphics. Just get me the info. In the process, Chipotle captures your attention by showcasing simple transitions, text and marketing messages. It too works, but in a very different way. (P.S. try the steak fajita burrito with guac.).
So, the next time you get into a discussion on a web project about “how is this website going to look,” remind your team members and clients to ask, “how is this site going to work.”
