Zurich Life — The Relationship Between the Principle of Liking and Aesthetic Design on the Life Insurance Website

Research and Demonstration of Applying Insights from Psychology in UX Design.

People prefer to say “yes” to individuals and organizations they know and like. Same goes for websites and other user interfaces.

(Cardello, 2014)

Title: Context, Background, and Aim of the Report: Integrating Psychology into UX Design for Optimal User Experiences

Abstract

When creating interactive digital experiences, it is crucial to gain insight into users’ perception, information processing, and decision-making processes. Psychology offers valuable knowledge and tools for studying human behavior and experiences, making it an essential aspect of UX design. This report focuses on researching and demonstrating the relationship between automatic cognitive processing and the aesthetic-usability effect in humans, emphasizing the application of this psychological concept to enhance digital products. The analysis critically assesses three websites, and it is conducted as part of the MSc in User Experience program at Dun Laoghaire Institute Of Art Design + Technology, under the module of Psychology, Usability, and Visual Design. The project duration is from 26.01.21 to 01.03.21, and the report is supervised by Lecturer Catherine Friend.

Scope of the Report

This report delves into the psychological concept known as the Liking Principle and its significance in the field of UX design. It provides a thorough description of the principle, including its origin and underlying basis, drawing upon various background sources. The report also offers a critical assessment of three real-world examples showcasing the application of the Liking Principle in digital products. Furthermore, a mid-fidelity prototype is presented to illustrate how the concept can be effectively applied in a digital product, accompanied by an in-depth analysis discussing the implementation of the principle and providing a rationale for this analysis.

1. Introduction

• Overview of the Liking Principle
• Origin and Basis of the Liking Principle

2. Description of the Liking Principle

• Key Concepts and Theoretical Foundations
• Significance of the Liking Principle in User Perception and Decision-making Processes

3. Critical Assessment of Examples

• Analysis of Three Real-world Examples
• Application of the Liking Principle in Actual Digital Products

4. Prototype Illustration

• Mid-fidelity Prototype Demonstrating Application of the Liking Principle
• Analysis of the Principle’s Implementation and Rationale

By exploring the Liking Principle in UX design, this report aims to provide valuable insights into leveraging psychological concepts for creating compelling user experiences in digital products.

liking

a feeling that you like someone or something; the fact of liking someone or something

Cambridge Dictionary

Introduction

Psychological persuasion has the power to influence people’s thoughts and actions. So, why is it crucial to take psychology into account when designing user experiences (UX)? In what manner can design impact human decision-making and serve as a means to generate profits for companies? To become proficient in leveraging psychological techniques, it is necessary to delve into psychological principles and theories.

This report centers on the concept of liking persuasion and its application in the design of life insurance websites, aiming to benefit businesses by fostering empathy among their consumers. Furthermore, this report explores the connection between aesthetic design and the principle of liking.

Literature Review&Background

There is a scarcity of studies that explore the connection between persuasion and aesthetic web design. Some notable research in this area includes studies conducted by Robert Cialdini (2001) and Brian Jeffrey Fogg (2003). Therefore, the primary research source for this report relies on the existing literature that explores the principles of persuasion, liking, and their relationship to aesthetic design.

Robert Cialdini, a psychology professor at Arizona State University, has extensively studied persuasion and detailed his findings in his book, “Influence: The Psychology of Persuasion” (Cialdini, 1984). In his work, Cialdini emphasizes the presence of fundamental principles that govern the process of persuasion and can be learned and applied effectively. These principles are easily comprehensible, providing insights into intuitive behavior and decision-making processes.

There are 6 Principles of persuasion:

Liking — People like those who like them.

Reciprocity — People repay in kind.

Social Proof — People follow the lead of similar others.

Consistency — People align with their clear commitments.

Authority — People defer to experts.

Scarcity — People want more of what they can have less of.

Cialdini explains 5 ways the principle of liking works:

Physical attractiveness — Scientists call it ‘the halo effect’ when one trait dominates and affects the perception of that person by other people. If someone is physically attractive, people perceive him as the smarter, more talented, whom you can trust, etc.

Similarity — People are more likely to buy than other people similar to them. People like people similar to them, who have the same opinions or are interested in, or have a similar personality, age, other habits such as smoking, etc.

Compliments — They can increase sympathy for the person who says them. People are prone to flattery that does not have to be truthful. People like people who give them praises.

Contact and Cooperation — People like people who help. They like to cooperate to achieve a common goal.

Conditioning and Association — An association with positive or negative things can influence how others feel about us, even if the items are out of our control. People like people who have the same values.

How to use the principle of liking on the website?

The principle of liking is not limited to individuals but can also be effectively utilized by companies to attract consumers. Specifically, this principle can be applied to websites, where each of Cialdini’s rules represents a distinct influential factor that guides the design patterns for the website’s messages. According to Cogner (1998), an emotional connection can be established through elements such as liking, harmony, and passion. In interface design, techniques such as typography, color, and animation should be employed.

In terms of physical attractiveness, applying the principle of liking to a website involves incorporating a friendly and aesthetically pleasing design, clear communication, and user-friendly features. The aesthetic design can significantly impact usability (Yablonski, 2020) by evoking an emotional response and facilitating swift cognitive processing, thereby enhancing user engagement. Every element, including images, fonts, and layout, should be carefully designed to align with the brand’s purpose, enabling users to develop a liking for the company and its products. Content also plays a crucial role on the website and should focus on eliciting favorable reactions from users. Expert Janice (Ginny) Redish, known for her expertise in plain language, web writing, and user experience, emphasizes the importance of content that not only provides information but also effectively works for people. Therefore, companies should consider employing a thoughtful content strategy when designing their websites.

Regarding the principle of similarity, when creating a brand’s website, attention should be given to design patterns that align with the principle of liking. This may include using real images of people, featuring an engaging “About Us” section, and highlighting the brand’s core values.

Furthermore, the company should be mindful of its social media presence. By utilizing platforms like Facebook or Instagram, the company can positively influence its customers’ well-being. Engaging with and responding to comments on social media platforms allows the company to provide compliments and build rapport with its followers. It is essential to connect social media efforts with the company’s website.

The principle of contact and cooperation suggests that the company should clearly present its values, goals, and the implementation of its decisions. Demonstrating shared ideals can influence a consumer’s liking towards the company and its products. Participating in charitable actions or environmental initiatives can further enhance this perception. Such information should be shared on the company’s website and social media platforms, if applicable.

Lastly, the company should strive to associate itself with positive values and ideals, representing its best attributes. This should be reflected consistently across all brand elements, including websites and social media platforms.Why does aesthetic design make people find the website attractive?

What is aesthetic design? Which design features affect the feeling of aesthetic pleasure and liking? These are design principles that include color, movement, shape, etc., making the design pleasant and increasing its functionality.

Based on the Interaction Design Foundation article, aesthetics affect the interface and UX in several ways:
- users instantly give feedback on the website, this evaluation becomes a reaction to further use of the website and decision making,
- website attractiveness and liking can appeal to users on a visceral level
- can lead to emotional decisions, more traffic, more time spent on site
- make users more tolerant of usability issues.

A nicely aesthetically pleasing page should be functional. Yablonski (2020), in his book “Laws of UX” says that “An aesthetically pleasing design creates a positive response in people’s brains and leads them to believe that the design actually works better”

The examples of using the principle of liking on life insurance websites. Critical assessment.

1. Ladder https://www.ladderlife.com

The website of The Ladder offers users an unforgettable and positive user experience by incorporating emotional moments and providing social proof. It boasts high usability, with a straightforward selection process and the availability of helpful advice. Users are captivated by the website’s attractiveness, which creates emotional connections and generates genuine affection.

2. Lemonade https://www.lemonade.com/de/en

Lemonade effectively applies the principle of liking by opting for a captivating and thrilling narrative instead of traditional design. Every element has been meticulously crafted with purpose. From the engaging animations and illustrations to the strategic placement of the call-to-action (CTA) buttons and the artificial intelligence bot named Maya, careful consideration has been given to every detail. It is challenging to find anything that users wouldn’t appreciate about this website. The unique and distinctive nature of the site serves as a significant advantage.

3. Zurich Life https://www.zurich.ie/life-insurance/

The Zurich life insurance website gives off a formal vibe, lacking the ability to establish a connection or foster sympathy with potential clients. It appears overloaded with information that lacks a professional look, making it challenging to locate crucial information easily. The navigation system is ambiguous, resulting in the website’s lack of functionality compared to its intended purpose.

Applying the liking principle on Zurich Life website:

Implementing the liking principle on the Zurich Life website:

Physical attractiveness:
- Incorporating a modern and visually appealing design.
- Ensuring a clear and minimalistic navigation structure.

Similarity:
- Sharing a compelling narrative about the company and its people.
- Making company values easily accessible and visible.

Compliments:
- Leveraging social media platforms and encouraging customer comments to generate positive sentiments towards the company.

Contact and Cooperation:
- Providing options for live chat, chatbot assistance, and real people for users to interact with and seek help.
- Facilitating easy access to information about the company’s involvement in social initiatives.
- Sharing stories that demonstrate how Zurich Life positively impacts and assists individuals.

Conditioning and Association:
- Emphasizing the company’s core values and articulating its commitment to striving for ideals.

Design

The website was created using the liking and aesthetic principles.

Conclusion

Conclusion:
The aesthetic design of a website plays a significant role in influencing the user’s perception and fostering a positive liking towards the brand and its products or services. Additionally, the information presented on the website greatly impacts the user’s affinity towards the brand. When a company conducts online sales and relies on its website as its primary showcase, it is crucial to cultivate strong relationships through effective online branding. Skillfully applying the liking principle on a website can enhance customer relations and provide numerous advantages. Therefore, incorporating this principle into the design of a company’s website and other digital products is highly recommended.

It is important to note that this project did not involve user research or usability testing, which means that the ideas presented by the designers regarding the application of the liking principle on the Zurich Life website are based on their own perspectives. However, the absence of testing poses a risk as user perception may differ from the intended design. People can have varied reactions to the photos, content, and colors displayed on a website. Consequently, conducting user research becomes crucial when implementing the liking principle effectively.

Reference

Cardello, J. (2014). The ‘Liking’ Principle in User Interface Design. Retrieved February 19, 2021, from https://www.nngroup.com/articles/liking-principle-ui-design/

Cialdini, R. B. (2011). Influence : The Psychology of Persuasion. HarperCollins Publishers Inc.

Cialdini, R. B. (2001). Harnessing the Science of persuasion. Harvard Business Review, October 2001, r0109d.

Conger, J. A. (1998). The Necessary Art of Persuasion. Harvard Business Review (May–June 1998).

Fogg, B. J. (2003). Persuasive Technology: Using Computers to Change What We Think and Do. ELSEVIER SCIENCE & TECHNOLOGY

Yablonski, J. (2020). Laws of UX. O’Reilly.

Bibliography

Gretzel, U., Fesenmaier, D. R., O’Leary J.T. (2006). The transformation of consumerbehaviour. Retrieved February 19, 2021, from https://www.researchgate.net/publication/272566625_The_transformation_of_consumer_behaviour

Hekkert, P. (2006). Design aesthetics: Principles of pleasure in design. Retrieved February 19, 2021, from https://www.researchgate.net/publication/26514491_Design_aesthetics_Principles_of_pleasure_in_design

Ilmberger, W., Schrepp, M., Held, T. (2008). Cognitive Processes Causing the Relationship between Aesthetics and Usability. Retrieved February 19, 2021, from https://www.researchgate.net/publication/225121075_Cognitive_Processes_Causing_the_Relationship_between_Aesthetics_and_Usability

Reber, R., Schwarz, N., Winkielman, P. (2004). Processing Fluency and Aesthetic Pleasure: Is Beauty in the Perceiver’s Processing Experience?Retrieved February 19, 2021, from https://www.researchgate.net/publication/8144801_Processing_Fluency_and_Aesthetic_Pleasure_Is_Beauty_in_the_Perceiver%27s_Processing_Experience

Design assets:

freepik.com
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