Formatting a Website with Personality Types in Mind - Designing for the Four Personality Types
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It's important to note that we as people operate in each personality type throughout the buying cycle. I may want to research a digital camera in detail before buying, which puts me into "Guardian" mode. On the other hand, something can hit me on the head and I would just buy the item without much research.
Website design must accommodate all four buying modes to be effective. FutureNow takes this further and develops entire fictional characters, but this is beyond the scope of any webmaster. Sticking to four personalities is easier and also effective (combined with detailed content/question and concern research).
The top part of the website should be made for:
Those personality types are fast decision makers that come to conclusions instantly. It's essential to satisfy their buying modes before satisfying Guardians and Idealists. The top part of the website is a perfect place for this. Feature the most prominent and hard hitting benefits in the headline (or subheading if headline is reserved for SEO), followed by bullet points.
Bullet points are perfect for Rationals and Artisans. Bullets are:
Easy to scan
Easy to read
Summarize everything
Include your most important benefits and features at the top of the site and in bullet points. This creates an "inverted pyramid" where you tell the best part in the beginning, contrary to print articles, which hold the best stuff back until the end.
Credibility
I am mostly Artisan in my personality. I don't really give a whit for too many details, and like cool stuff. I want something NOW and care mostly for the bottom line, like Rationals.
Just as with Rationals, authority is a big factor for me. I have to know who the hell you are before I even read a word you have to say. This brings up an issue - show your credibility builders right off the bat! This is because Artisans and Rationals will not even listen to you if you're "nobody" in our eyes. Memberships, awards, or a short summary of what you've achieved is CRUCIAL to keeping those personality types interested.
Also, use images of well-known or industry logos. Place them strategically in the visible sections of the site and on the home page.
Credibility is a factor with all people, so you'll kill a lot of birds if you make this section work.
Next: Use of Images and Videos >>
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