Chapter 4. Are You Attractive?
WHEN WE TALK ABOUT affect, we’re talking about feelings and emotions. In marketing, feelings are often reduced to “I feel positive about your brand.” Here, however, we consider the ways in which feelings and emotions can influence perceived and actual usability. Let’s revisit our button example, with a slight change:
Cognitively speaking, both of these are obviously buttons. Neither button is “wrong” as in our earlier example. However, research into attention, persuasion, choice, happiness, learning, and other similar topics suggests that the more attractive button is likely to be more usable by most people. To get ...
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