No matter how rational people might appear, most of us make decisions with our guts first. This is proven by Nobel Prize-winning research, but it’s still common to overestimate logical argumentation when trying to persuade others. We thought a lot about this when we worked with Orbital to redesign their website.
Orbital have created a brilliant shower that saves large amounts of water and energy. It’s beautifully designed and built on Orbital’s cutting-edge recirculation technology, which is urgently needed all over the world. In fact, they almost have too many great things to present on their website. How could we help them communicate all the advantages of Orbital Shower without overwhelming potential customers?
Show don’t tell
Together, we started analysing what it means for someone to buy an Orbital Shower. The key emotions that we identified were related to health, indulgence and sustainability. Since feelings can be tricky to communicate with words, we instead started selecting and designing series of images that would communicate the benefits and values of Orbital. After several iterations, we found how to strike the right balance between images of home interiors, people and nature.
Identification
A new shower should become a natural part of your home. Since homes are deeply personal, it’s important for Orbital’s customers to be able to find stories about people they can identify with. We helped Orbital design and make great use of their excellent case studies so new customers can see how Orbital Shower is already used by likeminded people. Another important part of the story is Orbital’s vision for a more sustainable use of water worldwide.
ADD THE HARD facts
Once people are emotionally drawn towards a product, they will start looking for answers to more practical questions. Could this new type of shower work in my home? How much water does it actually save? Orbital has all the facts to back up their promises and we helped them present their impressive technology in an attractive and accessible way.
Now, no matter if you are a hotel manager, home owner, or plumber looking to learn more about Orbital Shower, the new site has all the info you need in a consistent, beautiful design.