It’s said that right-brained thinkers are more emotional and creative, whereas left-brained thinkers are more analytical and orderly. It’s also said that right-brained thinkers are typically left handed and left-brained are (you guessed it) typically right handed. As someone who has always been equally fascinated by art and science, and also happens to be a mixed-handed freak, I’ve often wondered which hemisphere is in control. According to the most recent test I took, I’m 65% right dominant (i.e., I use my right hemisphere slightly more than my left).
Now, before I go any further, I would like to point out that this isn’t exactly hard science, and that the right brain/left brain concept is generally oversimplified. We use both hemispheres of our brain, and we need both hemispheres to perform most functions. Nevertheless, it serves as a nice metaphor for the two common personality types.
So, what does any of this have to do with web design? Well, I recently read an article (http://www.webdesignerdepot.com/2009/11/understanding-your-brain-for-better-design-left-vs-right/) that talked at great length about how a person’s dominant hemisphere may be influencing their designs, and how having an understanding of each hemisphere can make one a more well-rounded designer. The article touched on things like, how right-brained people tend to be more visual and attracted to abstract art, and how left-brained people tend to prefer neatness and realism.
Say you know that you’re a right dominant person and you typically like creating unconventional or abstract designs. You could possibly start pleasing more clients if you made an effort to take a slightly more left-brained approach. Transversely, if you know you’re a left dominant person, you could, perhaps, improve your work by adding a bit of novelty here and there. I think it’s rather sound advice, and plan on looking at my own designs from both perspectives more often, from now on.
I began to think of how this entire right brain/left brain theory could not only be beneficial from a design perspective but also from a marketing point of view; and, how that logic might not often be considered at all. It’s believed that most people are left dominant, which means most people who visit a website are subconsciously looking for a clean and concise design. On the other hand, there still are a number of right dominant people out there that are turned off by the plain white website with black text and blue hyperlinks.
Although it’s certainly possible to target your website towards a certain age group, gender, profession, et cetera, it’s nearly impossible to ascertain which percentage of your visitors are right or left dominant.
You may be why wondering why any of this is important at all. I’ll tell you why: the appearance of your website is going to be one of the top determining factors in whether or not a visitor wants to stay on your site or buy whatever it is you’re selling.
Human beings are visual creatures and we judge things based on their appearance. Regardless of what type of online business you’re running, the very first moment a visitor hits your site and has a look at it, is going to be the moment they decide to stay or click the back button. Like it or not, that’s just the way it is. We’re taught not to judge a book by its cover, but that’s just not realistic.
So, how do you appeal to both types of people without completely alienating one or the other? Compromise. I don’t suggest a 50/50 compromise, though. To me, it seems most logical to favor the left-brainers (the majority), but still incorporate a tinge of abstractness to appeal to the right-brainers. In other words, stick with the clean and concise layout, but consider using slightly more abstract and unique images/graphics too. For example, your site could have a plain body and background complimented by a busy and colorful header. Another solution could be to have a simple, neat header and body overtop a psychedelic wallpaper background image.
Even Google, a site known for their utterly dull design, seems to implement this approach by means of artfully augmenting their logo on a frequent basis. It lets the right-brainers know they can think outside of the box, without upsetting the left-brainers’ demand for fastidiousness. Personally, I think a site that can blend abstraction and organization will almost always emerge victorious over the site that neglects one or the other. Sure, there will always be exceptions, but if you’re trying to appeal to a broad audience, I think it’s best to look at your design, as well as your marketing materials, from both angles.