After my last post about neural networks and movie sales predictors, I looked up the original New Yorker article. Gladwell intros with a quote by philosopher David Hume:

“Beauty is no quality in things themselves: it exists merely in the mind which contemplates them.”

Then the article contrasts this by laying out the evidence that there DO seem to be some standardized evaluators of what human beings find appealing in music and in movies (and websites?). What about books? The canon of literature?

The High Priestess

The High Priestess card from the popular Rider-Waite Tarot deck represents what we don't know or can't define; in other words, "whitespace".

Visually-speaking, I think movies are a fast-moving collection of symbols that our subconscious minds react to. Yep, that’s right, I’m referring to Jung’s definition of archetypes. The symbol of “mother” or “teacher” are universal symbols that we as human beings seem to process the same way, independent of culture or background or upbringing. Not to get too esoteric, but these same ideas of archetypes are the basis for the Tarot deck.

One method of choosing (or predicting) user experience is to create personas for the user. Let’s say I’m building a new site for my personal resume (which I am). Suppose Steve, a middle-aged manager of a marketing department at a medium-sized company is looking for a web developer (or UX/UI designer). Steve knows relatively little about how developers work, but he does know what he finds aesthetically pleasing. My job in building this new site is to please Steve’s eye, but also help him find the information he needs to determine whether I’d be a good candidate for the job. That would include my contact info, easily clicked samples of my code and designs, and my work history (so he knows I’m experienced).

So what if there were methods of mapping these archetypes and emotionally-charged information for website users? How would you use symbols to increase users and/or website sales? It’s a bit Mad Men, isn’t it?