Open AccessDesigning Call to Action: Users’ Perception of Different Characteristics
Author(s) -
Thomas Mejtoft,
Jonathan Hedlund,
Helen Cripps,
Ulrik Söderström,
Ole Norberg,
Perth Law
Publication year - 2021
Language(s) - English
Resource type - Conference proceedings
DOI - 10.18690/978-961-286-485-9.30
Subject(s) - computer science , action (physics) , usability , perception , human–computer interaction , transparency (behavior) , feeling , user experience design , call to action , simple (philosophy) , computer security , psychology , advertising , social psychology , physics , quantum mechanics , neuroscience , business , philosophy , epistemology
This paper aims to provide guidance when designing a call to action in a digital system with the purpose to create an intended feeling and user engagement. The paper is based on a test of four different simple call to action constructions. The users clearly prefer constructions that have a high explainability and feels intuitive. Hence, the design should have a high level of transparency and show the user straight away what it demands from the user and what the result of the action is. Furthermore, the design should have a high usability to make it clear how to use the call to action.