Have you ever wondered why big brands pour so much money into market research before launching a single product? It's not just a high-stakes game of guesswork. Imagine this: a brand skips the research and dives headfirst into creating something. Sounds bold, right? But it's also a recipe for disaster.
Here's the thing—brands exist for their customers. They're not just creating random products; they're crafting experiences tailored to what their customers crave, wrapped up in an irresistible package that delights the senses.
Now, think about your role as an eLearning designer. It's not all that different, is it? Your mission is to craft learning experiences that pack a punch, sure, but they've also got to be eye candy for your learners. After all, you want them to enjoy the journey with you, to be engaged and eager for more.
You're in the business of shaping minds, shifting behaviors, and imparting new skills. To do that effectively, you need to get into your learners' heads. What lights a spark in them? What challenges do they face? What drives them to learn and grow?
Sure, you're a wizard with form and color, and your eLearning courses probably look like masterpieces. But there's more to it. Now it's time to put on your psychologist hat.
Understanding the human mind can be your superpower. Ready to delve into the psychology behind it all? Here are four theories that'll give you insider knowledge on how your audience thinks and how they perceive your courses. Let's get to the heart of your learners' experiences.
1) The Halo Effect
The Halo Effect is like the brain's old-school security system. It's been around since our ancestors roamed the earth, and it's still calling the shots in the blink of an eye—three seconds, to be exact. This psychological phenomenon, spotlighted by Edward Thorndike, is all about first impressions.
Let's break it down. Deep in our brains sits the amygdala, a little alarm bell that hasn't changed much since we were dodging saber-toothed tigers. It's there to give us those gut-level reactions that can save our skins. When it goes off, we're in full "fight or flight" mode before our rational brain even gets the memo.
Now, fast forward to the present. We're not dodging predators, but we're still judging books by their covers—or people by their looks. That guy with the scruffy beard and wild hair might be the nicest person you'll meet, but your amygdala might have you steering clear. And that shampoo commercial with the dull visuals? Your brain's made up its mind before the narrators even finished their pitch.
As an eLearning designer, this is super relevant to you. Why? Because the Halo Effect is in full swing when learners check out your course. They're sizing up your work in those first few slides. That's your moment to shine. So, how do you make it count?
Here are some actionable tips:
Grab Attention Fast: Use a bold statement or an intriguing question right off the bat. Make them think, "I need to know more about this."
Aesthetics Matter: Design those initial slides to be visually stunning. Use colors and images that not only pop but also convey the essence of your course.
Humanize Your Content: Introduce a relatable story or character in the beginning. People connect with people, not just facts and figures.
Promise Value: Clearly state what the learner will gain by sticking around. If they see the benefit upfront, they're more likely to commit.
Simplify: Avoid clutter and complexity in your initial slides. Make the entry point as smooth and inviting as possible.
2) Color Psychology
Color isn't just a backdrop in eLearning; it's a strategic ally. It's the first thing that strikes learners when they launch your course, setting the emotional tone and influencing engagement.
Here's how you can harness color psychology with purpose and precision:
Craft Your Color Story: Start by asking, "What's the narrative?" Your color palette should reflect the story you're telling. Is it a tale of growth and success? Go for greens and yellows. A serious, data-driven module? Blues and purples might be your allies.
Emotional Palette: Pin down the emotions you aim to evoke. Want to stir excitement? Use reds sparingly. Looking to calm nerves? Blues and soft neutrals are your friends. Remember, the emotional impact of color can vary across cultures, so know your audience.
Action Through Color: Use colors to nudge learners toward action. Bright oranges or greens can highlight calls to action or interactive elements. But use high-energy colors sparingly; overuse can overwhelm rather than motivate.
Memory and Focus: Leverage colors to guide attention and enhance memory. High-contrast combinations can make critical information stand out and improve retention. Think black on white for key concepts, but don't shy away from using bold color blocks to spotlight crucial takeaways.
Accessibility is Key: Always choose a color scheme that's accessible to all learners. This means high contrast for readability and considering color blindness. Tools like color contrast checkers can help ensure your design is inclusive.
Consistent Themes: A coherent color scheme unites your course elements. Choose a primary color that aligns with your core message, and complement it with secondary shades that support visual harmony. This consistency helps learners navigate your course intuitively.
Test and Iterate: Colors can behave differently on various devices. Test your course on multiple screens to ensure the colors maintain their impact and the text remains legible across all platforms.
Educate Yourself: Dive into resources on color psychology. Understanding the nuances can elevate your designs from good to unforgettable. The blog post you mentioned? It's a goldmine. Use it.
Finally, remember that simplicity often wins the day. A minimalist palette can sometimes speak louder than a rainbow of options. Keep a cheat sheet of color meanings and combinations at your desk; let it be your guide as you paint the learner's journey with strategic strokes of color.
3) Gestalt Theory
Gestalt Theory isn't just a set of abstract principles; it's the secret code your brain uses to make sense of visual chaos. As an eLearning designer, tapping into this code can transform your courses from a jumble of parts into a coherent, compelling whole.
Let's dive into how you can apply these principles to guide your learners effortlessly through your content.
Craft a Visual Symphony with Similarity: Use the Law of Similarity to your advantage. Group-related topics with consistent icons, color codes, or fonts. This visual harmony tells the learner, "These concepts are connected," without saying a word.
Highlight with Hierarchy: Bring the Law of Prägnanz into play by creating a clear focal point. Make key concepts stand out with size, color, or animation, signaling to your learners what's most important at a glance.
Balance the Scales with Symmetry: Symmetry isn't just aesthetically pleasing; it's a beacon of order. Align elements symmetrically to give your slides a structured, professional look that resonates with our innate love for balance.
Complete the Picture with Closure: Embrace the Law of Closure by using partial images or graphics that the mind can complete. This engages the learner's brain, sparking curiosity and making the content stick.
Group with Purpose Using Proximity: Implement Proximity to cluster related content. Space out different topics more than the elements within the same section to visually segment your course into digestible chunks.
Direct the Journey with Continuation: Use Continuation to lead the learner's eye across the slide in a natural, logical flow. Arrows, lines, or even the gaze of a character in an image can guide the viewer through the story you're telling, ensuring they follow the path you've set out.
Remember, every element on your slide should be part of a larger conversation. It's not just about what you place, but how and where you place it. The Gestalt principles are your map to a design that's not just seen, but understood and remembered.
Here is a post that explains these principles in greater detail.
4) Von-Restorff Effect
The Von-Restorff Effect, also known as the isolation effect, works on the principle that the human brain is a spotlight, naturally drawn to and remembering what's unique or unexpected. Just like at a hat-filled garden party, it's not the sea of traditional fedoras and derbies that stick in your memory; it's the one adorned with flamboyant feathers and bright strawberries that you'll recall and talk about for days.
This principle is like the bold and italics of our attention span. When we want something to stand out in a text, we highlight it, underline it, or embolden it to draw the eye and embed the concept.
In eLearning design, leveraging the Von-Restorff Effect means making strategic design choices to ensure that key learning points don't just blend into the background; they jump off the screen.
Here's how to do just that:
Visual Cohesion: First, create a visually cohesive landscape for your course. This sets the stage, making any deviation not just noticeable but impactful. It's the quiet before the surprise, setting up for that moment of whimsy or revelation that snaps learners to attention.
Selective Emphasis: Decide what deserves the spotlight. Is it a critical piece of data? A call to action? Choose wisely. The Von-Restorff Effect is a tool of focus, not a scattergun.
Contrast is Key: Now, make it pop. Use contrasting colors, but think beyond just shades — play with shapes, sizes, textures, and spatial positioning. A bright splash on a subdued background, a dynamic shape in a field of uniformity, an animated element amidst static — these are your tools.
Judicious Use: Remember, the power of the Von-Restorff Effect lies in its restraint. Use this effect sparingly. An over-decorated page is like a shouting match — nothing stands out, nothing is heard. Highlight too much, and you'll water down the moments that truly matter.
When you apply the Von-Restorff Effect with precision, you turn your eLearning course into an engaging journey with memorable pit stops. Each element that stands out becomes a mental marker, helping learners navigate and retain the most important information. Use it to create those "aha!" moments that stick with learners long after the course ends.
- 10 Golden Rules for eLearning Course Design Mastery
In conclusion, the marriage of psychology and corporate learning is not just beneficial; it's essential.
By understanding the cognitive workings of the human mind, eLearning designers and corporate trainers can craft experiences that are not only educational but also deeply resonant and memorable. The next time you design a course, remember that you're not just imparting knowledge; you're engaging with complex, responsive human beings. Use these psychological insights as a compass to guide you through the intricate landscape of the learner's mind.
The Psychology of Color in Web Design: http://www.vandelaydesign.com/the-psychology-of-color-in-web-design/
Understanding Color Psychology for Impactful Web Design: http://designmodo.com/color-psychology-web-design/
The Influence of Colour on Memory Performance: A Review http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3743993/
101 Color Theory https://webflow.com/blog/web-design-101-color-theory
Gestalt Principles for Designers – Applying Visual Psychology to Modern Day Design http://blog.teamtreehouse.com/gestalt-principles-designers-applying-visual-psychology-modern-day-design
Improve Your Designs With The Principles Of Closure And Figure-Ground https://www.smashingmagazine.com/2016/05/improve-your-designs-with-the-principles-of-closure-and-figure-ground-part-2/