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注意力的价值

视觉设计,无论是平面设计还是UI设计,都是在喝用户打交道。说得更加具体一些,就是和用户的注意力打交道。

我们做的广告,如何在一堆广告牌中突出出来,吸引用户的注意?

我们做的LOGO,如何有更高的识别度,让用户一眼就能相中?

我们做的APP,如何能够让用户更多的使用?

这些都是注意力的价值的体现,我们先来看这个例子:

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这是上海的南京路,我们发现,这里有超多的广告牌,人们走在路上看到的信息是过载的。这里有数百个广告牌,根本不可能全部看到。即使看到了,大部分也会很快忘记。这就是信息过载所带来的问题。

如今,人们的注意力很多在手机上。争夺人们注意力的战争也转移到了APP上。人们的注意力是有限的,如果一个人一直在使用微信,那么他在其他APP上花费的时间就会减少。

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我们手机中有数十个APP,APP之间的注意力竞争已经进入了白热化的境地。人们获得的信息已经严重过载:

APP不停的推送,好友不断的评论、点赞提醒,人们的碎片时间也不够完全处理这些信息。所以,很多人虽然装了几十个APP,但常用的也就1~2个。而这1~2个主要是被微信、QQ占据。

那么,其他APP如何吸引用户打开呢?我们一般看到有以下几种方法:

1、不停的优惠、促销、广告推送(这种方法完全靠营销、如果吸引不了用户必定会遭到用户的反感)

2、创建社区,让用户形成评论、点赞关注交流内容的习惯(如:网易云音乐。对于运营要求非常高、起效慢)

3、等待使用场景,用户自主打开(如:大众点评。在点餐的时候用户会习惯性使用)

4、让用户感觉轻松、愉悦的APP(这对设计要求非常高)

……

综上所诉,我们这些方法必须要多管齐下。给予用户优惠、创建交流的环境、符合实际使用场景、让用户轻松愉悦。

我们来说中讨论一下与设计相关的:如何让用户轻松愉悦。我们之前一直在说,用户的注意力是有限的,现在信息过载,让用户痛苦不堪。那么让用户感觉轻松愉悦,必须要合适量的信息,给用户一个轻松开放的环境。我们看这个例子:

这是京东:

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这是网易严选:

IMG_5673

我们发现了:京东的页面感觉很饱满、网易严选的页面很轻松。

从首屏我们可以看出京东的设计非常的浮夸:让人第一眼看到了螃蟹。用户视觉非常震撼,单用户想要进入活动页需要找到躲在下面的2个按钮「大闸蟹主会场」和「生鲜附会场」。

而严选的主页「吃货大趴」几个字非常的突出,用户直接点击banner就可以进入。

 

2款APP同样达到了宣传推广活动的目的,一个使用了爆炸式轰炸的推广,一个使用大量的留白来衬托出主题。

我个人角度更加喜欢第二种。但这2个APP是针对不同的人群和受众,所以,不好评论起好坏。

我们依旧可以合理的使用留白来引导用户的注意力!

我们也可以利用对比来衬托出我们想要突出的内容!

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但我们不可能想上面这个APP一样。

对于一个电商APP来说,这还有很长的路要走。

面向我们的受众青年人,我们或许真的可以考虑一下更加优雅的画风~


你喜欢哪种风格呢?

查看结果

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