…And the question is, ‘What is actually new in usability?’
First impression? I thought this book would have zero relevance to web usability because it was published in 1947. There is also a huge usability fail because the book doesn’t have a title on the cover (missing dust cover, perhaps?), though the title is on the spine. However, I did really enjoy reading the book because I love old things and it was quite interesting. As a bonus, I now have a good grasp of what makes for a successful print advertisement in 1940s America.
The results featured in Attention and Interest Factors in Advertising were compiled from 2,500 pieces of advertising that were carefully analysed to determine the public viewer’s attention and interest to individual printed advertisements, thereby determining what actually makes an advertisement effective.
So, as it happens, there are similarities between analysing web usability and analysing effective print advertising:
- Those participating in the analysis are carefully selected to meet certain criteria but…
In the advertising study, participants were trained to judge the adverts using a consistent approach, whereas today we choose usability test participants based on our various criteria, but generally are aiming to get a cross-section of people who represent actual users.
- In the 1940’s and today, we both use technology to compile the results of the analysis, but..Back then, the researchers calculated the results using an IBM 80-column tabulating card, with each card are representing a participant’s response to a single ad. Each card usually ended up with about 50 holes punched into it. Today we use computer applications like Silverback or simply videotape participants. We can create complicated spreadsheets and graphs to show the percentage of people who failed to see the key message on the home page.
- Eye tracking studies have been around since 1900 or so, when “psychology experiments” showed that people favored the left page. Later, (well, 1937-1941) eye tracking studies also found a slight preference to the left page when this was tested with coupons and newspaper ads.
Since you are twitching to know what makes a print ad effective, here it is (and we can try to apply most of these to web usability!)
- Volume: The more material within the publication that competed for attention showed a steady decrease in attention.
- Size: Half pages are relatively more effective than full pages.
- Colour: There was little difference in attention levels between black-and-white and two colors, but four-color showed a massive increase in effectiveness. Four-color full-page ads cost 44% more than black and white in 1947 (and probably still do). Aren’t you glad you work on the Interweb?
- Headline mechanics: Shorter headlines that fit on a single line have the highest readership.
- Illustrations: The larger the illustration, the more effective it is in gaining initial attention.
- Tone: Did this ad make you feel pleasant, neutral or unpleasant? The unpleasant feeling tone attracted a higher attention Index therefore it’s not a surprise why upsetting/shocking advertisements are still used today.
- Weak versus strong entertainment appeal: A no brainer … strong entertainment appeal attracts higher readership.
- Motion: “A moving display in a store window is always a ’sure bet’ to stop people. The same is true of lighted advertising signs with moving letters and figures. One need only watch the throngs as they stand enthralled before Broadway’s neon wonders to realize the power of moving figures to attract and hold attention.” And that is why Flash is so popular on the web, but…Moving images rarely makes websites more usable unless it’s drawing attention to a single thing that users need to do next.
What is new in usability? Today there are more usability specialists at usability firms, their usability skills backed by HCI courses or degrees in psychology. There are specialist software applications like that can capture and play back usability testing sessions (i.e. Silverback or Morae), make Google Analytics even prettier (i.e. CrazyEgg) and create wireframes and prototypes (i.e. Axure). There’s also about a zillion usability blogs. The specifics of web usability are new, but they were built on established methods.
Lisa Rex
P.S. I wonder how a similar advertising study conducted today would compare? Modern Westerners face information bombardment every day. Have human preferences changed much since 1947? I somehow doubt that 1940s advertising styles would work as well today, but I’d like to think that the basics remain the same.
Cradle to Cradle, written by William McDonough (an architect) and Michael Braungart (a chemist), explores the notion that we humans aren’t doing ourselves and the planet any favours by our modern processes and consumer demands. But this book thankfully has a load of new approaches and innovative suggestions for rethinking the usual manufacturing, building construction and design of consumer goods.
“Don’t Make Me Think!” is fun to say, and is rather fun to read too.
