Let’s talk about chunk-ing ba-by. Let’s talk about you and me.
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Content chunking is a scientific technique that improves your brain’s natural ability to learn and comprehend information. The traditional way to think about chunking is usually for credit cards and telephone numbers because you put groups of numbers into sections instead of long-form numbers. A 10-number phone number turns into 3 easy-to-read sections. 5555550000 OR 555-555-0000 – which is easier to remember? We remember long numbers like these better when we chunk them because that’s how our brains process information. Content chunking isn’t just about numbers, it can also be applied to visuals, specifically website layouts.
Before Chunking
Below you’ll see a “traditional” text-heavy website that has great information but it looks boring and overwhelming for the brain to process. Basic chunking is happening on the page below but only sentence by sentence. There is no feeling attached to each big idea.
When text is shown in one big paragraph, our brains’ first reaction is to skim over the content. But we all know that strategy is not going to get us conversion. In order for our brains to process information in a way that we will engage and remember it, there needs to be some sort of organization and strategy to it.
When you look at the content below, what are your first thoughts? Are you engaged and reading all of the words? Or was your first reaction to skim over the words quickly? There is no real depth there, and that could have an impact on your conversion.
After Chunking
Next, you’ll see the same website specifically designed for the brain to pull in key points, process them and retain important information.
By the use of visuals and subheadings, our brains can retain information in a way that keeps us engaged and connected with the content. Instead of skimming through the words, you are taking the time to process the information and remember it.
Which website copy did you find more engaging? There are always ways to spice up your website, chunking is the easiest and most effective way to do this.
How to incorporate this strategy
It’s not only the colors and photos, it is how all of the key elements work together and chunking them into key sections of content. Although we do love colors and what they spark in our brains.
Here are a few key things to remember when chunking on your website:
- Break each KEY talking point down into digestible sections. You should only have 2 key learning points you want your audience to remember per page. An overwhelmed brain is not a learning brain.
- Find graphics that emphasize your big idea (think outside the box) This is peaking a different part of your brain to associate the learning to a previously experienced memory. Stronger learning comes from connecting new learning to old learning.
- Use bolding to spark curiosity about the content. The bigger the word and the more real estate creates visual contrast. Those that love scanning content, they can understand key points peaking curiosity before reading into the juicy nitty-gritty details.
These tips may seem obvious to most page designers but usually, you don’t know why you are using them. Chunking is designed to help your brain digest information, not just look pretty.
To learn more about branding and user experience using the brain check out our FREE downloadable resource to kick-start your digital business using brain power right on this page.
