Priming
What people see first shapes how they read what comes next.
What it is
Exposure to a word, image or idea makes related concepts easier to reach for a short while afterwards. A page that opens with images of speed makes the product feel fast. A form that opens with a question about goals makes the answers that follow more ambitious.
The research
Participants who unscrambled sentences containing words associated with old age walked more slowly to the lift afterwards than those given neutral words.
Bargh, Chen and Burrows, 1996
How to use it
Set the frame in the hero
The first image and headline decide whether the product reads as premium, fast, safe or fun. Choose deliberately.
Prime the outcome before the ask
Show the result someone gets before asking for the email that gets it.
Match the ad to the landing page
The words and imagery in the ad have already primed the visitor. The page should continue the thought, not restart it.
Related
Sources that shaped this entry: growth.design, Kolenda.io.