Report on Improving Website Visual Appeal for Medical Institutions

This report examines the significance of visual appeal in website design, particularly for medical institutions. It emphasizes the importance of using multiple images, including local demographics and employee photos, to enhance user engagement and foster cultural familiarity. The report delves into the framing effect, highlighting how presenting information in positive and negative frames influences decision-making. It also stresses the role of emotional appeal, suggesting that websites should use consistent messaging and real-life examples to connect with users. The report concludes with recommendations for potential improvements, such as using local images and presenting services in frames to create a more visually appealing and emotionally engaging website. References include studies on visual memory, website development, and the impact of visual elements on user behavior.

IMPROVING WEBSITE
VISUAL APPEAL

IMPORTANCE OF USING SEVERAL
IMAGES
 Studies prove that visual memory of
people is higher than reading memory
 Images of local demography helps with
connecting with various kinds of people
 When users visits the website, attention
of the viewers of various locations would
be captured with the help of local
description and local images
 People tends to feel that the company
considers feeling of local people
 The images employees of the medical
institution could be applied in their
locality section in the website for
attracting more visitors to the website

IMPORTANCE OF USING SEVERAL
IMAGES (Contd….)
 Culture mainly embodies all the
mutual beliefs, practices and the
values of any provided group of people
 Cultural familiarity is referred to the
familiarity of any person with variety
of dissimilar cultural prospects
 Introducing cultural familiarity could
help the website with understanding
the various cultural groups where the
hospital operates
 Website could grow significantly
popular among various cultural groups
when it is observed by the people that
their feeling is being considered

IMPORTANCE OF PERSPECTIVE
FRAMING
 Framing effect mainly denotes to idea of
the manipulation of methods by which
the information is presented in the
websites
 Perspective framing helps in influencing
as well as altering decision making and
the judgement regarding any
information
 Positive sides of any aspect is provided
to the common people using frames
and negative aspects are outlined in
other frame for allowing the quick
decision making of common people
 Conflicting as well as multiple frames
lead to the extensive conflicts among

IMPORTANCE OF PERSPECTIVE
FRAMING (Contd…)
 Website of the medical institution
should use perspective framing for
capturing the various viewpoints of
the visitors on the website
 It would allow the visitors on the
website to make decision quickly and
easily
 Various options on the website could
be presented in the form of frames
and the positive and negative aspects
could be quickly analysed by the
visitors
 Visitors would be immensely attracted
to the website when the information in
the website is presented in proper
frames

IMPORTANCE OF EMOTIONAL APPEAL
IN WEBSITE
 Users commonly perceives the objects
which are pleasing aesthetically
 Emotion could be positive or negative and it
could be triggered within any user as the
response to particular design elements
 Culture plays a major role in influencing how
the contents of websites are perceived by
the users
 When tone or content of any website is not
properly presented, people would not be
emotionally appealed to the website
 Emotional appeal helps the websites with
maintaining the interest of users on the
website for significantly longer

IMPORTANCE OF EMOTIONAL APPEAL
IN WEBSITE (Contd….)
 Users could be made emotionally appealed
to the website when the messages as well
as related emotions matches the image of
the company
 Commonly emotional appeal is developed
with the help of consistency and the
medical institution should properly
represent their views in the various pages
of the website
 Emotional appeal could be generated by
using real life instances of various
prospects to which the people can easily
connect
 Emotional appeal could also be generated
using fun activities on the websites that
creates a positive impact of the website on

POTENTIAL IMPROVEMENTS
 Locally operated branches of the medical
institution should use the pictures of the
local people for developing cultural
interest among the people
 Images of families in the website
homepage would help the medical
institution to increase the emotional
appeal
 Consistent images of the various services
and facilities should be presented in the
website in frames for providing various
images to the visitors on the website
 Images of happy people and satisfied
patients could be added to the website for
making the people secured regarding the
services provided by the medical facility

CONCLUSION
 Studies prove that visual memory of people is higher than reading
memory
 Cultural familiarity is referred to the familiarity of any person with
variety of dissimilar cultural prospects
 Framing effect mainly denotes to idea of the manipulation of methods
by which the information is presented in the websites
 Website of the medical institution should use perspective framing for
capturing the various viewpoints of the visitors on the website
 Emotion could be positive or negative and it could be triggered within
any user as the response to particular design elements

REFERENCES
 Courtney, S. A., & Hennessey PhD, S. M. (2016). Appealing to Different
Appetites? A Comparative Analysis of Visitors and Residents to a
Culinary Festival.
 Delbaere, I., Mokangi, P., Roelens, K., De Sutter, A., Gellynck, X.,
Beeckman, D., ... & De Steur, H. (2016). Systematic development of an
evidence-based website on preconception care. Upsala journal of
medical sciences, 121(4), 264-270.
 Perez-Vega, R., Taheri, B., Farrington, T., & O'Gorman, K. (2018). On
being attractive, social and visually appealing in social media: The
effects of anthropomorphic tourism brands on Facebook fan
pages. Tourism management, 66, 339-347.