I’ve posted before about the role of designers - how it should be changing to be more business focussed and scientific but mostly isn’t. I’ve been getting increasingly interested in this subject and have been reading extensively on it and starting to apply it. FYI, I’m not a designer.
Here’s a scenario. You are building an ecommerce site. You have a designer create the skin for you. Of course, one of the things that is needed are the “Add this product to your cart” button. What colour should that be? Well, you are too busy doing important shop stuff, you leave those little decisions to the designer, that’s a creative decision. Bzzzzt. Go straight to low profits. Do not pass go. Do not collect $200.
Pop quiz: which colour button will get the most clicks? Red, blue, green or grey? There IS an answer to that question, it’s not an artistic/creative one, and the difference is not trivial. It’s one that’s been tested by a lot of people over time, and is more or less consistent. Yet, how many designers know the answer? “Don’t cramp my mojo, man. I’m an artist”. How about the address form on your shopping cart? Should the background be white or coloured? If so, which colour? Once again, it has been tested and there is an answer.
Interesting times ahead.