Tagged 'tunnel vision'

How to overcome tunnel vision in email design

Posted by James Trumbly on January 31st, 2013 at 10:16 am

How long do you have to snag your reader’s attention before you lose them? Say it with me: ten seconds or less. We’ve had this drilled into our heads, and great designers know what keeps people reading and what doesn’t. But what hasn’t been learned nearly so well is that your customer’s online attention is not only short, but also very narrow.
Usability guru, Jack Nielson, explains in a recent Alertbox Column that most users focus only on what interests them or what they expect will give them the answers that they need while ignoring the other content. Known as “Tunnel Vision,” this phenomenon can make the difference between click-throughs and deleted messages.
Let’s consider an example. You design a newsletter advertising your website’s 20 percent off sale. You include a headline, an image, a block of text that includes a coupon code, and a call to action that says “Shop Now.” Nielson’s usability research suggests that if you haven’t stated the coupon code in the headline or included it as part of the call to action, many subscribers won’t see it. It’s a phenomenon similar to banner blindness, where readers ignore portions of the screen that they think aren’t essential to the overall... Read more