Let me introduce you the attractiveness bias theory known as cognitive bias.

讓我向您介紹稱為認知偏差的吸引力偏差理論。

Think about a person with outstanding fashion. It will draw our attention, and maybe encourage us to interact with that person, however, if there will be no other values, such a great personality, we will lose the interest and eventually move on to interact with someone else. It is the same with websites. If the website’s aesthetics are nice but the structure is poor or content unrelated, then we will move to another website. Therefore, attractiveness bias theory proves that a well-designed product will drawn an attention but may not hold it for long.

想想一個擁有杰出時尚的人。 它會引起我們的注意，并可能鼓勵我們與該人互動，但是，如果沒有其他價值，例如如此出色的個性，我們將失去興趣并最終繼續與他人互動。 網站也是如此。 如果該網站的美觀度不錯，但結構較差或與內容無關，那么我們將轉到另一個網站。 因此，吸引力偏差理論證明設計良好的產品會引起人們的注意，但可能不會持續很長時間。

A badly designed website or any product, in contrast, will not attract user’s attention even if it is an excellent product.

相反，設計不良的網站或任何產品，即使是優秀的產品，也不會吸引用戶的注意。

At this point I would like to cite one of my favourite quotes used by Steve Job to a designer working at NeXT:

在這一點上，我想引用史蒂夫·喬布斯(Steve Job)在NeXT工作的一位設計師最喜歡的報價：

“You’ve baked a really lovely cake, but then you’ve used dog shit for frosting.” —Steve Job

“您已經烤了一個非常可愛的蛋糕，但是后來您用狗屎來結霜。” —史蒂夫·喬布斯

Websites need to be designed well, they need to look well, be pleasing and simple. Today no one likes to interact with a badly design website, and that results with very low traffic which eventually can lead to the collapse of a business.

網站必須設計得好，外觀要好，取悅和簡單。 如今，沒有人喜歡與設計不佳的網站進行交互，結果導致流量非常低，最終可能導致企業倒閉。

The idea of judging the book by its cover is harsh — but it follows us everywhere, despite if we like it or not.

用書的封面來判斷這本書的想法很苛刻，但不管我們是否喜歡，它隨處可見。

Let’s take an academic background for example. You would think, that in such an environment the attractiveness would be your last concern — wrong. According to Sean N. Talamas’ studies, physically attractive students are in favour of receiving better grades than their less-attractive peers, partly because perceived as more intelligent, which is not always the case. More than that—the more attractive students are, the more chances they have to get the place into the university, eliminating less attractive candidates during interviews.

讓我們以一個學術背景為例。 您會認為，在這樣的環境中，吸引力將是您的最后關注點-錯誤。 根據肖恩·N·塔拉馬斯(Sean N. Talamas)的研究 ，具有身體吸引力的學生會比不那么吸引同齡人的學生獲得更好的成績，部分原因是因為人們認為自己更聰明，但并非總是如此。 不僅如此，學生越有吸引力，他們進入大學的機會就越大，從而消除了面試中不那么有吸引力的候選人。

This is because attractive people are perceived as healthier, more sociable, talented and successful.

這是因為有吸引力的人被認為更健康，更善于交往，有才華和成功。

There is an interesting experiment named Predicting Elections: Child’s Play! suggesting how brutal the attractiveness bias can be, even among children. The group of researchers asked kids to choose their imaginary boat captain from several photographs of actual politicians, which were unknown to children. In most of the cases, children picked up the most attractive candidate. The choices of 5-years old kids predicted the result of past political elections with an accuracy of almost 80%.

有一個有趣的實驗名為 預測選舉：兒童游戲！ 這表明即使在兒童中，吸引力偏差也可能是多么殘酷。 研究人員小組要求孩子們從幾張實際的政治人物照片中選擇他們想象中的船長，而這些照片對于孩子們來說是未知的。 在大多數情況下，孩子會選出最有魅力的候選人。 5歲孩子的選擇可以預測過去政治選舉的結果，其準確性幾乎達到80％。

As I already mentioned before, a good design will catch the attention, but it will not sustain it. Therefore, if we compare the use of attractiveness bias in political, academic and even workplace environment, we can predict the results of choices driven by visual preferences. A pretty politician, student and a work colleague, despite being attractive may fail in the longer run, showing very little skills needed for their position.

正如我之前已經提到的那樣，好的設計會引起人們的注意，但并不能持續下去。 因此，如果我們比較在政治，學術甚至工作場所環境中使用吸引力偏差的情況，我們可以預測視覺偏好驅動的選擇結果。 一個長相不錯的政治家，學生和工作同事，盡管很有吸引力，但從長遠來看可能會失敗，他們的職位所需技能很少。

We may not be able to control our attractiveness bias but we can learn from them — especially in website design.

我們可能無法控制吸引力偏向，但我們可以從中吸取教訓-特別是在網站設計中。

As an example of bad design, I would like to use Power City website. For those of you who doesn’t know, Power City is an electronic retailer in Ireland. The chain company is quite popular across the country, however, struggles with nearly non-functional and unattractive website resulting in very low online traffic.

作為不良設計的一個例子，我想使用Power City網站。 對于不認識的人，Power City是愛爾蘭的電子零售商。 這家連鎖公司在全國頗受歡迎，但是，它與幾乎沒有功能且缺乏吸引力的網站作斗爭，導致在線流量非常低。

As you can see, the website had sustained its aesthetics probably since the early 2000s. It has no hierarchy of information, no colour theory, very confusing structure, and outdating style. Now, if you would actually spend some time on the website, you would learn that they offer great deals comparing to their competitors. However, with very little clarity and consistency on the website people seem to bounce off quickly, and why wouldn’t they? There is plenty of such retailers to choose from, which seem more trustful when it comes to online purchasing.

如您所見，該網站自2000年代初以來就一直保持其美學風格。 它沒有信息的層次結構，沒有色彩理論，非常混亂的結構和過時的風格。 現在，如果您實際上在網站上花費了一些時間，您就會發現他們與競爭對手相比提供了很多優惠。 但是，由于網站的清晰度和一致性很少，人們似乎很快反彈了，為什么不呢？ 有很多這樣的零售商可供選擇，它們在在線購買時似乎更加可靠。

Now let’s compare Power City with another website, similarly complex.

現在，讓我們將Power City與另一個復雜的網站進行比較。

MediaMarkt is also an international electric retailer. For some of us, it may not be attractive but their navigation and layout systems are clear and understandable for a user and to catch the attention, MediaMarkt is using hierarchy and bright colours.

MediaMarkt還是國際電商。 對于我們中的某些人來說，它可能并不吸引人，但它們的導航和布局系統對用戶來說是清晰易懂的，并且吸引了人們的注意，MediaMarkt正在使用層次結構和鮮艷的色彩。

We don’t need to stop on electric retailers. A lot of fashion websites also maintain a huge number of products and display them in a very simple, yet, attractive way just like Nike.ie

我們不需要停止電動零售商。 許多時尚網站還維護著大量產品，并像Nike.ie一樣以非常簡單但有吸引力的方式展示它們。

What Nike does to sustain the interest is introducing a lot of white space around the content. This way, the user can focus on the important information without any distractions. They don’t use any colour in their design, except colourful pictures — which automatically catch the user’s attention on the product.

耐克為了維持興趣所做的就是在內容周圍引入許多空白。 這樣，用戶可以專注于重要信息而不會分心。 除了彩色圖片(彩色圖片會自動引起用戶對產品的關注)之外，他們在設計中不使用任何顏色。

We live in the times of great consumption, often buying non-essential products—and there are tons of them. That is why retailers had to learn how they can catch our attention referring to our instinctive attractiveness bias, and websites are nothing more than a visual representation of their products.

我們生活在消費旺盛的時代，經常購買非必需品，其中有很多。 這就是為什么零售商必須參考我們的本能吸引力偏差來學習如何吸引我們的注意力，而網站不過是其產品的視覺表示。

Therefore, as a designer, your role is to first catch the attention witch pleasant visual solution, but also sustain it with clear and understandable structure and content for more than just a few seconds.

因此，作為設計師，您的任務是首先吸引注意力，并提供愉悅的視覺解決方案，而且還要以清晰易懂的結構和內容將其維持超過幾秒鐘。

We may not like judging something on its appearance, but it doesn’t mean we should avoid our inner bias and pretend they don’t exist. That is why we should all use the opportunity of hearing feedback, especially when it comes to the structure of a website and its UX, to make it better for users and eventually products themselves.

我們可能不喜歡從外觀上判斷某些東西，但這并不意味著我們應該避免內在的偏見并假裝它們不存在。 這就是為什么我們大家都應該利用聽取反饋的機會，尤其是在涉及網站及其UX的結構時，使之對用戶和最終產品本身更好。