867-5309 (Drupal)Pop Culture as a Way of Reducing Cognitive Load in User Experience CHRISTINA INGE, SLEEK MARKETING UNIVERSITY

867…

About MS in Instructional Design—making the brain work less when dealing with web-based learning experiences

Making the web make the brain work optimally to learn new things

7 years in web marketing and conversion optimization—making the web make the brain work just enough to take action

Cognitive Load Theory

A “Delicate Balance”

Too little and users walk away

Too little and they don’t retain information

Three types of cognitive load

Intrinsic

You as the developer

control only

Germane & Extraneous

Germane Extraneous

It’s based on working memory

“The most effective way to maximize the performance of the working memory is to conserve its powers and direct these to process only the most critical pieces of information.”

-Shift eLearning

You want people to think just the right amount

This is where we stop doing science and listen to Tommy TutoneAPPLYING POP CULTURE TO COGNITIVE LOAD THEORY

Why everyone’s website looks the sameCertain visual cues become shorthand for a deeper concept

Flat design means: “We are trendy. We get it. Your need for cutting-edge [technology, services, dog food] will be met here”

Hero banners and the 3D look mean: “We are conservative and not swayed by fads. Your need for reliable [technology, services] will be met here”

Cartoon design means: “We are friendly and fun. Your need for a personable onramp for [technology, services] will be met, and we won’t talk down to you.”

Anatomy of a pop referenceDeliberate and obvious references

◦ Rare

◦ Usually not appropriate

◦ Vaguely too hip

“Subconscious” references◦ Common, almost ubiquitous

◦ Lessens cognitive load

◦ But can back you into a corner

Anything can be areference

Colors

Models

Language

Structure

What does this say? References?

What does this say?

AssessWhat is the overt message you are trying to convey?

What are the secondary messages?

What references will make sense to your audience?

Can you use references to get clients to self-select?

Be subtleAnime-like illustrations say “we are for geeks,” but the illustrations don’t need to scream anime

Never use cheesy clip art ironically—90% of people won’t get it

Be relevantReference what your ideal customers like

Test, test, test

Have funInspiration beats focus groups

Thank you

Inge, Christina IngeChristina@Thoughtlight.net

@ChristinaInge

617-271-0007