With more than 2 billion websites on the internet—all of which are vying for consumers’ attention—the brands and web designers working on these need to continually find new ways to attract and retain their audience’s attention. As internet users themselves, web designers understand that the daily barrage of content on the internet can be fatigue-inducing and counter-productive.
To solve this problem, web designers turn to research done on cognitive psychology to understand how human attention spans work. By having a better grasp of what grabs people’s attention, web designers can find ways to cut through the noise and reach their target audiences.
What is attention?
Most researchers agree that humans have a finite amount of attention that can be used in any given situation. For the most part, humans are excellent multitaskers and can focus on multiple events at once. Mileage may vary among individuals, but the amount of attention that can be spent will peak at some point.
For example, the act of driving an automatic transmission vehicle requires that a driver maintain their eyes on the road, hands on the wheel, and their feet controlling the brakes or the throttle. If that’s not demanding enough, a driver needs to focus on the traffic in front and simultaneously glance at the side and rear-view mirror when making a turn, changing lanes, or backing up.
But if humans are such good multi-taskers, why are car accidents due to distracted driving commonplace? This is because the human attention span is limited, and trying to place too many attention-grabbing elements in front of a person’s face is bound to cause confusion and errors in judgment. This fact holds true for both driving and web design.
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Director - Lethal Digital
Lee is a designer at heart and someone who lives and breathes digital content.
With a strong user interface design focus, including mobile-optimised designs, Lee focuses on solving problems and delivering engaging interactive experiences while building meaningful connections.
Lee has an obsession with taking an idea from inception to a perfectly executed end result.
Working closely with his team of programmers and digital strategists, Lee likes to focus on both the art and the science that take place in the background to achieve the desired end result.
Starting from the basic sketch of the overall framework and flowchart, right through to the intricate details of design, Lee is always hands on and involved in every aspect of the development process.
In addition to his digital skill-set, Lee specialises in;
✔ Graphic Design
✔ Email Marketing
✔ Lead Nurturing
✔ Search Engine Optimisation (SEO)
✔ Website retargeting
✔ Website Development
✔ Social Media Marketing
✔ Google AdWords
His logo designs have achieved world wide recognition with numerous examples being featured in the prestigious Logo Lounges ‘Master Series’ books.
Lee is also a part-time musician and clothing designer, which has kept him at the forefront of today’s youth culture. Lee was also amongst the top 5 designers across Australia and New Zealand for his t-shirt design for model Kate Moss. Rimmel London has now produced Lee’s design on mass and to this day distributes his work globally.