The 3% Is Laughing At You
I’ve had more than one conversation with “non-web” people that ask me the importance of design. I’m there geeking out about how cool something looks or the little details of the way a logo looks or the way a mouse-over works, and I look up to a blank stare. Someone once told me about “The 3% Rule”. It’s the rule that in music, only 3% of people hear when a band member messes up on stage unless it’s a major screw up, where everyone notices. The 3% of people that hear it and notice that it’s wrong and can also appreciate the details of the notes that are hit perfectly. The rest…. They enjoy the show.
I’ve been told that it’s similar with web design stuff. I’ve heard that there’s really only 3-5% of people that care if the drop shadows are off, or if your artist website looks out of date. ”Most people just don’t care, and you only do because that’s what you do for a living”, they say. Fair enough. I might be looking at it through “web-nerd” glasses. Or maybe an art-director’s glasses. Who knows. Either way that might be the case. But it occurred to me yesterday, If your site is bad, it might be only 3-5% of people that notice, but those 3-5% are laughing at you.
3-5% of people think that you’re not spending enough time or effort on your web presence. 3-5% of people know that you took the easy route and didn’t care about them. The other 97% don’t care, but you’ve insulted that 3-5%.
Now, I totally understand that there’s a flip side to it as well. If your site has trees growing and leaves falling, blasts music as soon as it loads, and there are sounds of electricity in the background, but I can’t find the blog button, you may have offended the 97%… at least until they find the mute button. So I get there needs to be a balance, but I think this cartoon above nails it. Can it look good and have great content? Sure. Does it take a little effort and forethought? Yep.
So what do you think? Is the 3% Rule pretty accurate? How many of you actually pay attention to the aesthetic details of a site? Does it impress you when things “look” really good or just if you can use it?
My husband is definitely part of that 3-5% and it drives him crazy when there are site errors, and when there are production errors on stage. Though it may only be 3-5%, they are the ones who go to more sites, spend more time on those sites, do more searches, and spend more time on the internet altogether. The 97% who don’t notice, spend less time and don’t view as many sites. That 3-5% accounts for much more then 3-5% of traffic.
Great point. I never thought of it that way.
If the little details look out of place or awkward, I notice it for sure. And that automatically will throw people away. I do really appreciate a nice looking, beautiful website, but simple designs that look fine work just as well sometimes.
Also, that 3-5% would definitely notice and point out that broken link on the side of your site. The “Dear Christian Music Industry” banner.
Frick. I blog about details and switching servers jacked up some of my “details”. HA.
I.
Like.
Irony.
Only said it to help out
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i sometimes laugh at myself because i’ll be on a website and one of two things will happen:
#1 – i won’t be able to find the ‘blog’ button (or contact or whatever i’m looking for).
or,
#2 – the site is just poorly designed, all the graphics are gifs (some animated) and i see outdated fonts all over.
i laugh at myself because i actually get offended at these sites, which is a sad commentary on my patience.
in scenario #1, i’m offended because content is why i came to that site. and if you (the site owner) can’t get me your content, then why do you have a website?
in scenario #2, i’m offended because you obviously didn’t care enough to update your page in the last 8 years…meaning the content probably isn’t updated either.
so, i suppose i find myself in the 3% and the 97%.
either way, both matter. things have to look good and they have to deliver. just like any other industry.
You know I’m always good for a comment!!!
I always love finding the little “mouse-over” gadgets. But, I’ve always liked treasure hunts, too. My least favorite thing is the music. I would prefer to have the choice to make it blast at me or not. Sometimes when I’m feeling frumpy I don’t need the “noise”. What’s even worse is when the music controls are hard to find. I just want it off!! Now!! Glad I’m not frumpy very often!! Keep on testing those waters, Brody. I know there is more to be done! And Skorinc will continue to lead the way….
I notice, but I’m a nerd.
I’m a designer, so I’m one of the 3% that is supposed to notice and care…and sometimes laugh.
While I think things should be aesthetically pleasing, following the ideas of design theory and all, I think it’s more important that they’re usable (ie. you can easily find what you’re looking for). Sites shouldn’t be pretty just for the sake of being pretty, they should be pretty *and* usable. What I like about the sites that SkorInc develops is that they are easy to navigate and use, and they look nice. So kudos to y’all for making good websites.
I notice too and ditto with music too!
By the way, my hubbie is the same way with sound and internet speed too!