Much research about the science of emotion has materialized in the last few decades, resulting in a shift in thinking about decision theories. The studies reveal that emotions constitute powerful, pervasive, and predictable drivers of decision making. Across different fields, significant regularities appear in the mechanisms through which emotions influence judgments and choices. This conclusion represents the learnings from the past 35 years of research on emotion and decision making. It is likely you agree; if you do not agree, perhaps you should consider learning more.
Consider neuroscientist Antonio Damasio’s groundbreaking discovery. He studied people with damage on the part of the brain where emotions are generated. He found that they seemed normal, except that they were not able to feel emotions. However, they all had something peculiar in common: they could not make decisions. They could describe what they should be doing in logical terms, yet they found it tough to make even simple decisions, such as what to eat. With no rational way to decide, these test subjects were unable to arrive at a decision.
However, as important as understanding the power of emotions is, an even more basic need is to consider that Baby Boomers and others may not be receiving your messages because they can’t see or read them. According to AIGA, the professional association for design, considerably younger people prepare much of the information intended for older eyes. Typically, younger people base their creative decisions upon how the world looks to them through their younger eyes.
In a prior article, we offered some suggestions to improve online marketing message visual effectiveness. The following provides the logic behind online communications readability problems for Baby Boomers.
Online Vision Challenges
Low vision population (US adults):
Low vision by age:
Significant vision impairments in the U.S.:
The low-vision population is significant and growing.
Causes of Low Vision:
Impact on Vision:
Other Website Challenges:
As Baby Boomers reach the fall and winter of life, many are not aware of the warning signs of age-related eye health problems that could cause vision loss. Problems may develop painlessly, and people may not notice the changes to their vision until the condition is quite advanced. If you want them to buy your service or product, they typically have to be able to see and read about it first. Help them out.