Itisn’t a mystery that a large part of delivering a highly successful user experience is understanding what the customer wants/needs along with the cognition that consequently gets customers thinking about what they want/need.
Psychology, thus, becomes a crucial element in designing the right kind of systems, interfaces and experiences for your users/customers.
For something as vast as psychology, there’s no better way to get started than with the basics. Let’s get down to discussing some relevant sources of information you should keep in mind:
Let’s say you go to buy a watch, and the first one you like costs $150, which exceeds your budget, soon after you see a watch that costs $125, this new price seems reasonable now, even though this too might exceed your budget, however, as compared to the first one, it now feels like a better deal.
We tend to rely heavily on the first piece of information we see and make decisions keeping this as a reference/focal point or as the “anchor”.
The subsequent judgments get influenced by the first piece of information exposed to a customer.
While designing a product, the hero banner can employ this phenomenon by displaying its core concept/message. Since that is the first thing the user views, it can be anchored into their brain and accordingly, the user can scan further content, making it easier and faster to use the product.
Anchoring bias has a huge impact on negotiations and the pricing of the products and influences how much the customer is willing to pay.
Not just that, it can also have an impact on courtroom judgements.