There is a growing trend throughout the web community to embrace an understanding of behavioral science, and to apply its tenets to our designs. This progress helps us walk the delicate balance between providing an emotional and pleasurable experience for our users and communicating content and information through clear, intuitive patterns.
When the web was first developed, it functioned as a large database, a means of transmitting information from one server to another. Its design was, inherently, mechanic, and placed little emphasis on experience or enjoyment. However, its usefulness as a computing tool was quickly surpassed by its potential to connect. The act of browsing the web grew from a personal, targeted experience (one person looking for specific information) to a multi-user and multi-use phenomena (countless people across the globe exploring a myriad of information and interactions).
Today, the web is a primary means of communication, information-gathering, and enjoyment. Its users have as many interests, limitations, and characteristics as they have faces. I cringe when I hear web design referred to as a facet of “Human-Computer Interaction”, or HCI. Computers are mechanical and thus unable to elicit emotional responses to their users’ needs. If we inject a personal element to our designs, then we can provide an emotionally-driven interaction that is more than just a series of inputs and outputs.
When designing for humans, we recognize the innate differences that each person embodies while accounting for the absolute similarities that all humans share: a sensitivity to group dynamics, emotional stimulation, positive feedback, and familiarity.