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Social media has changed our lives irreversibly. The innocence of sharing photos with family and friends; announcing some of life’s biggest moments; publicising local events; publicising absolutely anything … social media has become one of the primary ways we communicate as a modern society.

As of 2019, the number of internet users worldwide is 4.38 billion, and the number of those internet users engaging on social media is 3.484 billion, up 9% year-on-year. Another industry booming, the engagement seen in the world of gambling has risen to a mammoth $25.69 billion—partially down to growth in online gambling, and particularly the rise of virtual one-armed bandits; from online slot games UK all the way to the pokies of Australia.

One may struggle to see the connection between social media’s spiralling omnipresence and a practice that dates back to the Paleolithic period, before written history began, but social media has recently faced criticism for its addictive qualities and parallels with slots. Many users, including some of Silicon Valley’s biggest tech players, have decided to curb their time on social media, even going so far as to install apps to control their usage. Those not as switched on, however, are facing increasing addiction to their devices.

Justin Rosenstein—co-founder of software company Asana and former employee of both Google and Facebook—is part of a growing number of individuals speaking out on the addictive nature of social media and the way it has the potential to limit our productivity. Rosenstein is an expert in the field—he was after all the Facebook engineer who created the same ‘like’ button that he now avoids pressing.

“Everyone is distracted,” says Rosenstein. “All of the time. One reason I think it is particularly important for us to talk about this now is that we may be the last generation that can remember life before.”

The advent of the ‘pull to refresh’.

One of the Silicon Valley heavyweights joining Rosenstein in his critique of social media is Tristan Harris. Formerly a design ethicist at Google, Harris is the director and co-founder of the Center for Humane Technology as well as the cofounder of the Time Well Spent movement. He’s coined the phrase ‘human downgrading’; a term that suggests that computers are actually transforming people’s lives for the worse. In 2016, he was described by The Atlantic as “the closest thing Silicon Valley has to a conscience.”

Harris believes that the design of social media applications apply some of the same principles that can make other forms of entertainment, like gambling, exceedingly alluring. He has previously called smartphones the ‘slot machine in your pocket’ and is campaigning for stronger ethics in Silicon Valley, as well as the tech industry more generally.

“Each time you’re swiping down, it’s like a slot machine,” he says. “You don’t know what’s coming next. Sometimes it’s a beautiful photo. Sometimes it’s just an ad.” What slot machines and social media share are variable rewards.

This feeds into the ‘pull to refresh’ function. Every time we pull down to refresh our timeline—whether that’s on Facebook, Twitter or even by email—we don’t know what we’ll discover. That could be a new email from work, lots of surprising ‘likes’ or even disappointment should there be nothing fresh to excite us. The downward-pull action, created by designer Loren Brichter, has been emulated across many different apps, and its ubiquity has become intuitive for its users. Being drawn into what’s called ‘ludic loops’—where a user is unsure whether they’ll receive feedback (or in the case of a slot machine, cash rewards) following anticipation—is what keeps us hooked. Or, as Harris says: pulling the lever.

“You pull a lever and immediately receive either an enticing reward (a match, a prize) or nothing,” says the Silicon Valley activist.

Quick reward psychology is nothing new. American psychologist B. F. Skinner at Harvard University was a pioneer of the concept. His theory of Operant Conditioning, which he first made reference to in 1938, is a method of learning that occurs through punishments and rewards for behaviour. What it comes down to is our conditioned associations between a particular behaviour, like pulling a lever on a slot machine, and its consequence: winning rewards. It’s what makes entertainment like gambling, and new forms of technology, like social media, so alluring; activities we want to come back to, again and again.

All fun and games?

The most simple way of explaining the deep psychology behind users of slot machines, especially online slot games, is that they’re fun to play. The success of the industry speaks for itself. The UK Gambling Commission report shows a massive 12.8% increase in the online gambling sector, accounting for £5.3 billion in Gross Gambling Yield (GGY) during the year. During 2016, online slot machine style games alone generated £1.8 billion in the UK. It’s one of the largest revenue generators of the sector and continues to grow year-on-year.

That the industry has become so lucrative has had many benefits for the players who enjoy online slots. The more income generated by the slots, the more people want to get a part of the action. Including game developers, publishers and brands. The saturation of the market has resulted in many advancements in game technology. Newer, more exciting games are being published every week as game companies compete in the marketplace. And with developments like augmented reality (AR) and virtual reality (VR), online slots are continuously evolving as they become more and more entertaining for the people who access and enjoy them.

The success of the industry—and the fun it elicits for its many players around the world—makes it a fine example for other sectors to try and replicate. That many of the techniques used to entice people to play online slots are being used by social media companies makes sense: they know a good model when they see it.

Where casinos have used techniques like air filtration and a lack of natural light to keep their gamblers in a limbo-like state, online gambling has allowed users to dip in and out of gaming anywhere, at any time of the day, and social media shares this perma-connection. Smartphones guide us out of any situation we don’t want to be in, it negates awkward silences, deletes boredom at the source. We are bombarded with stimuli and all of the techniques learnt from the world of gambling keep us coming back for more.

Of course to be ‘an addict’ requires a predilection to addiction, it requires pain that cannot be coped with another way, not everyone will become addicted. But this doesn’t mean that Silicon Valley shouldn’t look at the techniques it employs. “The ultimate freedom is a free mind,” says Tristan Harris, “and we need technology that’s on our team to help us live, feel, think and act freely. We need our smartphones, notifications screens and web browsers to be exoskeletons for our minds and interpersonal relationships that put our values, not our impulses, first. People’s time is valuable. And we should protect it with the same rigour as privacy and other digital rights.”

Just think next time you ‘pull the lever’: do you really need those likes?

Over the past decade, web design has become a platform for designers to show off their impressive skills and latest trends to the whole of the internet.

However, websites shouldn’t just look pretty; they should also be functional and work with the target audience in mind. When it comes to designing a website, the target audience of the website is often forgotten about.

A client may end up with a state of the art website, but if it doesn’t appeal to those crucial customers, then you might as well not have one at all. Matching your website and design to your target audience is an important step if you want to turn your website into a conversion machine.

To help you get the most out of your website, we’re taking a look at website design and how having your target audience in mind is the most effective way to build your website. After reading this, you’ll understand how important your target audience is, and how to design your website in a way that your customers will love. Let’s begin.

Determine Your Target Audience

The first step to building a high converting website is to identify your target audience. Knowing your target audience and ideal customer is crucial before you set off on your designing journey. Knowing what your target audience love and hate will have a huge influence on your design and will help you make the perfect website.

If you don’t already have a target audience in mind, then you need to do some market research and look at your previous customers. Consider your industry and the products you’re selling, who are they aimed at and who would be your typical customer? Have a think about their location, age, gender, race, income and even their hobbies.

The more data you collect about your target audience, the more information you’ll have to work with later on. This information will help you make the right decision when it comes to designing that will result in a much better design than if you had a random stab in the dark.

Since different audiences prefer different layouts, fonts and content, it’s crucial you’re using the right one for your audience on your website. If you’re trying to design a generic website to suit everyone, then your results will be less than impressive.

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Designing Your Website Around Your Audience

Now that you have a clear target audience in mind, you can begin to design your website around them by making sure you’re using the right typography, layout and style. All of these things will affect how users interact with your website and if they end up buying or leaving straight away. Therefore, getting these design elements to match your target audience’s preferences is essential if you want high levels of interaction and endless conversions.

The first step to designing your website starts with the colour scheme. Getting this wrong could make visitors leave your site in a matter of seconds.

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Decide on a Colour Scheme

As you should probably well know, colour is a powerful tool especially when it comes to marketing and design. It has the ability to influence a user’s mood, thoughts and even emotions. Deciding on a main colour can be tricky. The most important thing is to make sure the colour matches the image of your business and the message you are trying to get across.

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Take this study by Joe Hallock. After asking people what colour they associated with a certain word, Joe managed to compile an interesting list. Here are the words and the top 3 colour responses for each one.

• Trust – Blue (34%), White (21%), Green (11%)
• Security – Blue (25%), Black (16%), Green (12%)
• Speed – Red (76%), Yellow (7%), Black / Orange / White (4%)
• Cheapness – Orange (26%), Yellow (22%), Brown (13%)
• High Quality – Black (43%), Blue (20%), White / Grey (23%)
• High Tech – Black (26%), Blue (20%), Grey (9%)
• Reliability – Blue (43%), Black (24%), White (8%)
• Courage – Purple (29%), Red (28%), Blue (22%)
• Fear – Red (41%), Black (38%), Grey (5%)
• Fun – Orange (28%), Yellow (26%), Purple (17%)

With this in mind, you should be able to decide on a colour that sums up your website and influences a user’s emotions and thoughts.

If you already have a main colour in mind and need help developing a scheme, then we suggest using Coolors. This helpful tool automatically creates a beautiful colour scheme for you with a click of a button. You can also adjust and edit the colours until you’re settled on the ideal scheme.

Layout

The next thing you’ll want to think about is the overall layout of the website. Although all websites should be easy to read and navigate, your target audience will determine how advanced your navigation should be. Some target audiences will prefer little navigation options with simple to click buttons. Other target audiences will, however, prefer long drop down menus that allow them to access the exact page they one. If you understand your audience enough, then you should know which one they will like.

In terms of the actual layout of elements on your web page, age often is a major factor. Young children and older audiences will want simple-to-use and easily-understandable layouts with lots of white space. Teenagers, young professionals and the tech savvy audiences will want something a bit more complex and detailed in order to keep them entertained. Understanding how your audience reacts to layouts is vital if you want them to stay on your website.

Fonts and Typography

Fonts and the size of the font you use can often help get subtle messages across to users. Websites aimed at young kids will prefer comic style fonts, like the famous Comic Sans. However, if you use something like that on a professional corporate website, it will completely give off the wrong message. Instead, professional websites should use serif type fonts that give a more corporate and serious message.

Font sizes are also important when it comes to designing your website. If set too small, users might struggle to read it, especially older users. Set too big and your website suddenly isn’t serious anymore. Finding the right size of font to use is just as important as finding the actual font.

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Content

Now that you’ve chosen an awesome font, it’s time to put it to good use by writing content. When it comes to the content on your website, there are a few things you should consider; first, the overall style of the content and second, the spacing and how it is arranged.

If you have a younger audience or you’re trying to explain something complicated to users, then having spaced out paragraphs with minimum text is ideal. However, if your target audience is consisting of sophisticated users, then they’ll probably prefer reading pages and pages of text. Whatever style you decide to go for, it’s also important you include lots of images to help support the content.

Images

Images are a must have for websites, and they will often be the first thing that users look at upon landing on a page. Making sure you have the right images in the correct style is important if you want users to pay attention to them. Some audiences will prefer real photographs of certain products and services, while some will prefer illustrations to do the job. Identifying which your target audience prefers is essential as it will have a significant impact on the images on your website.

All images should be optimised for fast loading times to ensure a user isn’t waiting minutes for them to load. There’s nothing worse than a slow loading website. If you want to give customers a great experience, then you need to make sure those pictures load fast.

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Now that you know how to design the perfect website for your target audience, put all the pieces together and get designing!