What is the expected effect?
The anticipation effect originated in a 1928 experiment by psychologist Timpok on monkeys. (For the specific content of the experiment, please refer to Baidu Encyclopedia)
Baidu Encyclopedia: The anticipation effect refers to the fact that the behavior of animals and humans is not affected by the direct results of their behavior, but by what results they expect their behavior to bring.
Universal Design Law: Anticipation effect refers to the effect of anticipation on later perceptions and behavior patterns of things.
△ Coca-Cola and Pepsi (pictures from the Internet)
For example: The battle between Coca-Cola and b2b data Pepsi has never stopped. Regarding "who is better?" The two companies have spent a lot of money on a survey. Interestingly, the data given by Coca-Cola shows that Coca-Cola is the best Drink; Pepsi gave the result that Pepsi was more popular. Why is this? The reason is that the test methods used by the two manufacturers are not the same. Pepsi uses a blind test, which is blindfolded to let users choose. The taste of Pepsi is sweeter than that of Coca-Cola, and there are more users who like Pepsi; Coca-Cola has a trademark for users to choose, because Coca-Cola has long-term star advertising and high-frequency exposure. , users will be more inclined to Coca-Cola in anticipation. This is why many manufacturers choose high-cost publicity.
2. How to use expected effects in design?
1. Frontal action
The anticipation effect shows that anticipation responds greatly to behavior and perception.
△ Tencent financial management interface
△ Baidu financial management interface
For example, let’s take a look at the products of the financial wealth management platform. The user’s choice of a financial wealth management platform is closely related to the user’s expectations. Only when the user has a sufficient sense of security and trust will they choose this platform for investment. Tencent Wealth Management, the homepage uses 1/3 of the first screen to introduce the platform of Tencent Wealth Management, and emphasizes Tencent's endorsement. The purpose of this information is to dispel the concerns of users and start trusting this platform from the psychological expectations of users. Similarly, the homepage layout of Baidu Wealth Management is similar.
Once you believe that something will happen, that belief alone is enough to create the possibility of it happening.
△ "Saint Seiya" animation screenshot
The middle-aged designers born in the 80s of "Saint Seiya" are no strangers. Every time Seiya falls, as long as he thinks of Athena, the small universe will explode, and then he will stand up like nothing else. Defending Athena was Seiya's belief, which directly created the possibility that Seiya could not be killed. This is an extreme case, please do not imitate it.
2. Negative effects
The "anticipation effect" also has certain negative effects, which will affect the judgment ability of correct evaluation.
Author: miaaaaa, WeChat public account "Second-hand Design (ID: ershou-design)"
This article was originally published by @miaaaaa on Everyone Is a Product Manager. Reproduction without permission is prohibited.
The title image is from Pixabay, based on the CC0 protocol