Have you ever found yourself on a cluttered, confused website rolling your eyes and quickly moving on, without even giving the site a second look? In all honesty it’s a very common response and apparently a totally natural one, repeated scientific studies have demonstrated that websites built with a highly “prototypical” design, basically designs that stuck with established simple themes proved far more attractive to the human brain. The human mind just loves simplicity, too much information and the average brain is sent into cognitive meltdown.

So how does all of this affect your internet site and business? Well, the truth is that, simplicity can be the difference between success and failure. Human beings have evolved over generations to make snap decisions throughout their lives and the decisions we make while browsing web pages are still ruled by these ancient urges. The mind searches for simplistic patterns we are familiar with, so deviating too far away from the normal “prototypical” site we expect can prove disastrous for conversion rates.

Conversions are more likely if you hit the right online audience with the correct type of site. People expect to see their sites constructed in certain, yet simplistic ways. The visitors brain will undoubtedly already have built an image of how certain areas look.

In conclusion although it can sound like a fantastic idea to innovate and push the boundaries with your website design, in reality it is best to give your visitors to your site exactly what they are after, setting the site up in a familiar format to other similar pages, the real flair is making that site distinctive and fresh while still keeping the familiarity that the human mind craves.