What is the Liking Principle?
For people and organisations, they meet and like, people tend to say “yes” to them. For websites and other user interfaces, the same applies.
The old-fashioned Tupperware party (with its current counterparts: the kitchen gadget, jewellery, or wine-tasting party) is a classic example of the idea of liking. The host of a Tupperware party was expected to invite friends and visual feedback to her house and show them a selection of containers of Tupperware. These could be purchased by the guests and a fee on all containers sold will be paid by the host.
Techniques for good User Interface Design
The design of the User Interface (UI) focuses on user-centered interface design and anticipating what users will need to do and ensuring that the interface has components that are easy to navigate, understand, and use to promote such actions.
- Keep the interface clear.
- Build coherence and use common elements of the UI.
- Be purposeful in the design of the website.
- Using colour and texture strategically.
- To produce hierarchy and clarification, use typography.
- Make sure what’s happening is transmitted by the device.
- Think of the defaults here.
Walking down the memory lane: Brief history!
Doctor Robert Cialdini was a professor at Arizona University. He wrote a book named “Influence- the psychology of Persuasion” in 1984. Out of the six principles of the book, one principle is the ‘liking’ principle. The ‘liking’ principle can be integrated with the user interface design to persuade the people towards a particular brand and hence, augment the leads.
In this era of digitalization, the importance of an excellent user interface design is raised. The organizations can reap the benefit of many people surfing through the web and hence attract them towards their business. The ‘liking’ principle works as a lubricant for these organizations in enriching their web page’s design.
It is human behaviour to respond to the people they like. For example, your friend’s organization is ABC Corporation whereas the other company is XYZ private limited. In a situation of the controversy between the two, you are likely to support ABC Corporation. This explains the principle of ‘liking’.
Similarly, we can incorporate the principles of ‘liking’ with our web pages. This will help us to create a mutual connection with the users and hence bolster our credibility. Some factors that entail the ‘liking’ principle are mentioned below.
Physically attractive things are likely to tantalise a greater audience. This is also true for digital platforms.
Apart from the content, the look of your website proffers the first impression on the users. No one likes to operate a confusing or unorganised website because it makes navigating difficult. Dull website design with colours like Grey, Purple, Black, etc. radiates sad vibes.
The user interface designers should also make sure to create different columns for different functions. Headings with bright colours will help you to persuade the people to click on them.
For example, strangers even smile towards people with an Audi or a BMW.
Another important feature that constitutes the principle of ‘liking’ is similarity. People with similar backgrounds, opinions, and attributes are likely to become friends. For example, an organization has various informal groups which constitute people of similar nature.
No one purchases things or goes through the brand of an organization with different principles. Brands should not behave like Corporations but should solve the problems of their audience just like friends.
They can do this by making the user interface design in a way which exhibits their relatability and similarities with the target audience. Brands which are cold and do not pay heed to the requirements of the target audience, do not succeed.
For example, the websites catering to a particular target audience should name their web pages in the context of their users. They should also incorporate various designs that can allure the target audience.
Let us say, you have an E-Commerce website to sell kids’ products. To establish similarity with your target audience, you can incorporate various pictures of kids and their products on the web page. Additionally, use vibrant colours to write the headings and subheadings in the digital platform.
Helpful people can win the hearts of many individuals. Similarly, if your website has a cooperative user interface, then people are likely to use it all over again. A cooperative design helps the business to solve the users’ problems.
For example, you can keep various discounts on your product which shows your care for the customers. On the other hand, there can be situations when your product goes out of stock. In such cases, you can notify the people who liked the product, whenever you have the required stock.
Doctor Cialdini in his book, Influence, says that we tend to remember the people who compliment us. But, there can be conditions when the individual gains from complimenting us. However, even in such situations, we never forget the people who compliment us and this creates a mutual connection.
The brands can reap the benefit of such compliments by making sure to reply to their users’ comments. You can even complement the user about the way your product looks on them. Besides this, it is crucial to exhibit your gratitude towards your regular customers on various social media platforms.
You will like people who share similar values and culture with you. The definition of association changes for different people. So, modify your user interface according to the nature of your target audience.
For example, an association may mean helping the poor and needy for one person. But for another, it may be possessing rich products like an expensive car or expensive pieces of jewellery. According to the target audience, you can change the content and design of your web website. In the former case, you can show how you use a small percent of your customers’ money to feed the poor.
Show your brands’ modesty by creating an interactive user interface. Interacting helps you to be familiar with your target audience. Moreover, people who are familiar with your brand will become your regular customers.
The most common example of an interactive user interface is to include a comment section below your web page. Apart from this, the companies should also take care to reply to the comments and solve the queries of the users. You can also create a specific social media account of the brand to interact with the target audience.
Let’s wrap it up!
To effectively use the ‘liking’ principle, you should always conduct extensive research about your target audience. By knowing the nature, background needs and problems of your users, you can decide how to resolve their issues and win their confidence.
Establish familiarity with your audience by integrating photos of the users who handle your web page. This tells the users that they are interacting with a human, who has feelings, and not a robot. Similarly, the “About Us” page of an organization helps to create brand awareness and loyalty. This is because the history of a company helps the users to relate to it.
Unlike the other principles of the book “Influence”, the ‘liking’ principle proffers long term benefits to the organizations.