Psychologové se v poslední době těší značné oblibě a využívání jejich služeb mnohdy hraničí spíše s módními trendy než se skutečnou potřebou. Nicméně právě webdesign (a obecně jakýkoliv užitý design) si o práci zkušeného psychologa přímo říká. Tento článek by měl ozřejmit, jaká je funkce psychologa při vývoji webových stránek.Webový psycholog může získat řadu užitečných vědomostí od svého kolegy z oboru reklamy. Aniž si to spotřebitel uvědomuje, každý billboard, každý dobrý reklamní spot, prochází rukou psychologů. Ti již mnoho let zkoumají reakce člověka, který je působení reklamy vystaven. Na základě svých zjištění dospěli reklamní psychologové k řadě pravidel, která se po drobné úpravě dají použít i na webu.
Můžeme začít například rozmístěním jednotlivých prvků na ploše (ať už na billboardu, na televizní obrazovce nebo — v případě webdesignu — na monitoru počítače).
Základní pravidlo zní: velká figura potlačuje své okolí. Pokud je na ploše výrazný prvek, musíme okolo něj vytvořit vzdušnější prostor. Jakýkoliv další důležitý prvek nesmí být umístěn v blízkosti toho nejvýraznějšího, pak totiž zaniká a je snadno přehlédnutelný.
Další pravidlo: uvědomme si, jak spotřebitel čte. V naší kultuře čteme texty zleva doprava a shora dolů. Proto nevědomky první pohled na novou plochu patří levému hornímu rohu. Umístění loga nebo menu do těchto míst má tedy své opodstatnění. Navigace v levém horním rohu má účinnost až 90%, navigace v pravém horním rohu okolo 75-80%. Ve webdesignu je účinné i horizontální menu v horní části, ale to zejména díky zvyku (většina programů na počítačích má takto řešené menu). Naopak, menu v pravém dolním rohu je možná inovativní, ale jeho účinnost je pod 50% – lidé od tohoto místa prostě neočekávají důležitý navigační prostor. Samozřejmě, pokud jsou cílovou skupinou hebrejsky čtouc uživatelé, pak se řada parametrů mění.
Pokračovat budeme pravidlem, které je také velmi důležité: příliš mnoho prvků je na závadu.
Pravidlo III – Je-li na ploše mnoho prvků, oko má problém si všechny jednoduše zapamatovat. Proto je potřeba maximum prvků sdružovat do skupin nebo je spojovat alespoň opticky. U webdesignu se to často dělá rozdělením do sloupců a používáním boxů s odlišně barevným pozadím. Člověk si musí po několika vteřinách zapamatovat, kde jsou ovládací prvky, kde je logo serveru, kde se dá něco stisknout a kde vyplnit. Teprve potom věnuje pozornost konkrétním textům.
Pravidlem, které znají všichni dobří tvůrci reklam je: dbejme na hierarchii prvků. Lidské oko si primárně všímá lidských postav a jejich částí, pak zvířat a potom teprve věcí. Použití lidské postavy v propagaci je tedy velmi ošidné — lidé si budou všímat sličné modelky a nepostřehnou drobný předmět, který drží usmívající se kráska v ruce. Ostatně, sami si můžete všimnout, jak na jakémkoli webu na vás zapůsobí banner či ikona s lidskou, nejčastěji ženskou, postavou či obličejem. Stejný efekt mají fotografie. Je-li na webové stránce fotografie, vždy upoutá značnou pozornost a přebije vše ostatní.
Existuje pravidlo, které se týká především televizních spotů, ale v podstatě se dá použít i na složitější flashovou animaci (ve smyslu animovaného filmu, nikoli poletujících nápisů): Každý ksicht potřebuje dvě vteřiny. Pokud v našem filmečku vystupují lidské postavy, první záběr na každou z nich by měl trval alespoň dvě vteřiny (v případě hromadných záběrů pak dvě vteřiny na rozkoukání a jeden a půl vteřiny na každou osobu). Pak máme jistotu, že divák při dalších záběrech pozná, že jde o tutéž postavu. Uvedené časy platí pro video s živými osobami. U animací se často setkáme s výrazně zkarikovanými postavami, z nichž každá má nějaký výrazný prvek a časy proto mohou být kratší.
Asociujte, asociujte, asociujte. Využívejte známých nebo již existujících skutečností k vytvoření asociací. Lidé si spojují spoustu vjemů s konkrétním produktem či značkou.
Typografové nám potvrdí, že už od dob Guttenberga platí pravidlo: „Tři různé fonty a dost.“ Skutečně, různými druhy písma se musí šetřit. V případě okrasných písem používáme jen jedno na jedné stránce, snažíme se nemíchat v jednom řádku dva různé fonty (zvýraznění kurzívou nebo tučně postačí), neplácáme na každý nápis tunu stínů a efektů. Jinak náš web bude vypadat jako letáky na výprodeje, které nalézáme ve svých schránkách a které jsou často přímo učebnicovým příkladem špatné grafiky a typografie. Psycholog šmrncnutý optikem by k tomu ještě dodal, že mnoho okrasných písem se špatně čte a vysázet celou webovou stránku moderní napodobeninou gotických písem je střemhlavým skokem do Macochy.
Textový obsah je nedílnou součástí každé stránky (s výjimkou těch, na které návštěvníci chodí pouze za fotkami Christine Applegate). Webový psycholog ve spolupráci s copywriterem (textařem) pak radí: „Pozor na slova — wording je důležitý!“
Wordingem myslíme zejména nápisy v menu, na tlačítkách, navigaci a v titulcích. Není nutné být za každou cenu originální a vymýšlet novotvary, je lepší sázet na osvědčená slova a sousloví. Je potřeba být výstižný a stručný, použitá slova mají být jasná a jednoznačná. Jistě, alternativa ke slovu „download“ není jednoduchá. Časté „stáhněte si“ ve mě evokuje pokračování „a polibte si“. Zkušený textař s velkou slovní zásobou ale dokáže vymyslet opravdu dobré alternativní texty. Jen ho musíme hlídat, aby ve své kreativitě nešel příliš daleko. Dbejme také na jazykovou správnost a čistotu. Nemíchejme anglické a české termíny na jedné stránce (resp. v jednom menu).
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