Table Complexity for Elderly Shoppers

As the brain ages, it becomes less efficient at processing complex information, and the owner of that brain becomes more dependent on shortcuts. These shortcuts, called “heuristics” by consumer psychologists, often involve looking for comparisons, contrasts, and trends. We can ease the process for senior shoppers by summarizing complex information in tables and graphs to supplement the comprehensive descriptions.
     We’ll want to design the graphics in ways that highlight points important for the consumer to understand. Some of this has to do with ease of visual perception. The use of different colors for different trend lines in charts helps. So does the use of shading of alternate rows in a table so the eye tracks correctly. We’ll also want to check that all the data points in the table or chart are accurate. 
     Still, after we do all this, the inclusion of tables or charts can mislead seniors, according to Cornell University research. The reason is that the presence of a table or chart gives the rest of the material credibility even when the information in the visual is of trivial importance.
     To assess the effect, the Cornell studies used material about the sorts of medications elderly adults might consider taking. The researchers found that claims of a medication’s effectiveness were more believable when accompanied by a chart portraying the same information contained in the text.
     Studies at Northwestern University and University of Minnesota indicate that adding animation to a chart, as might be done in online presentations, adds to the risk of misunderstood trends. People readily project ahead from animations which show trajectories, such as weight change or return of motion range.
     Also, many consumers place extra trust in a computer-generated animation because the animation is employing a more sophisticated technology than still pictures. “What’s newer must be better,” they say. And since animations are more lifelike than text descriptions or still pictures, consumers remember with enhanced certainty any mistaken conclusions. A few days later, what was actually false is recalled as true.
     Tables are better than graphs as long as the tables are sufficiently comprehensible. When the table is presenting purchase alternatives, list features across the top, the names of a small selection of product alternatives along the left side, and checkmarks in the cells to indicate which product has which features. In the table, describe features concisely. Outside the table, state the benefit of each feature.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

Click below for more: 
Sidestep Heuristics When Ethical
Beware Flawed Predictions from Animations
Abstract Shoppers to Avoid Choice Overload
Give Shoppers Reason to Believe
Craft Powerful Stories