Physiological Needs: Maslow’s Hierarchy of Needs | UX design study

At the base of Maslow’s hierarchy of human needs we find the physiological level, which encompasses the basic, yet self-preserving needs, such as sleep, water, and shelter. The ability to work our way further up the hierarchy, to satisfy our more complex needs, is based on fulfilling the physiological needs.

Designers can tap into our unconscious desires with an understanding of color psychology and how certain types of text and styles influence consumer behavior. There are innumerable examples where color, text, and styles have been used to significant effect; however, so as to successfully design according to the primary human needs, you must achieve a balance between targeting underlying human psychology and preserving the brand or purpose(s) of your product.

In order to advance through the other stages of the hierarchy, we must first satisfy these primary needs. While most of the products we now use do not directly satisfy these needs, we are no less driven by them when we are making our purchasing decisions and interacting with those we choose to buy.

Examples of designers and advertisers targeting our physiological needs highlight the subconscious influence certain types of imagery have on our behavior. The tenuous link between sex and deodorants/cars/computer games, etc. often goes unnoticed, as do most other occasions where our physiological needs are exploited in a similar manner.

So, in spite of our failure to sit up and point out the ill-fitting combination of sex and cars, sex and exercise equipment, sex and chocolate, and all the other examples of products being sold using our physiological needs, the message still manages to seep into and influence our thought processes.

Using color

There are also a number of other, more subtle methods of tapping into the subconscious level, such as using colors to grab attention, signal threat, give the impression of comfort, and even stimulate appetite.

Using Text and Styles

Certain fonts and writing styles evoke different emotions and thoughts. For example, on some websites text appears to be written by hand — a seemingly personal touch, giving the impression of familiarity and trustworthiness. This is also true of styles that may evoke memories of different eras and events associated with these times. Designers can use text and styles to capture consumers’ attention and give the impression they are in safe hands.

Take Away

At the base of Maslow’s hierarchy of human needs we find the physiological level, which encompasses the basic, yet self-preserving needs, such as sleep, water, and shelter. The ability to work our way further up the hierarchy, to satisfy our more complex needs, is based on fulfilling the physiological needs.

As designers, we can tap into our unconscious desires with an understanding of color psychology and how certain types of text and styles influence consumer behavior.