Buying life experiences rather than material possessions leads to greater happiness for consumers, suggests a new San Francisco State University psychology study.

The study demonstrates that experiential purchases, such as a meal out or theater tickets, result in increased wellbeing because they satisfy higher order needs — specifically the need for social connectedness and vitality.

“These findings support an extension of basic need theory, where purchases that increase psychological need satisfaction will produce the greatest well-being,” said Ryan Howell, assistant professor of psychology at San Francisco State University.

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When it comes to website copywriting, design and development, simple is always better.

It makes it easier for online visitors to:

• Answer basic questions, starting with “Am I at the right place?”
• Absorb and digest key messages
• Fulfill a desired course of action, e.g. subscribe, purchase, etc.

All of the above promote satisfied needs, happy customers, and a healthy bottom line.

So why are so many websites so complex? The fact is “simple” is difficult to achieve.

Consider the wise words of historic French aviator and writer Antoine de Saint Exupery: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

While he was reflecting on the development of airplanes long before anyone heard of Bill Gates or Steve Jobs, his logic fully applies to the Web.

Why Simple is Difficult

Conceptualizing and developing a simple, user-friendly website can be challenging for many reasons, from strains on time and resources to conflicting motives and objectives.

Web designers and copywriters are often pressed to churn out creations at a moment’s notice. But, whether manipulating words, images or code, it takes knowledge, experience and time to plan and develop appealing, functional and simple websites.

Good web writers invest a high percentage of time determining key messages before hammering away at the keyboard. Likewise, experienced web designers study their clients’ needs and sketch out ideas before hitting the computer.

Simple isn’t Stupid

There’s a vast difference between communicating simply and communicating poorly.

Simple website content promotes effective communications. It is easily processed, understood and connects with readers. Poor communications – whether caused by inferior writing or flawed designs – rarely hits the mark.

People are often surprised to learn web writers at Webcopyplus aim to deliver web content at a grade-eight level. Clients and students alike ask: “Won’t this offend your audience?” Many people fail to realize that most reputable national newspapers are also written at this level. Even TIME magazine, which is by and large deemed sophisticated, is written at a grade-ten level.

While there are exceptions, most targeted online audiences have varied expertise in both the Internet and subject matter. An expert can endure simplicity, but a novice might not be able to identify with or comprehend complex information.

Invest in Simple

To promote your website’s readability, scanability and usability, ensure your web designer and web writer take extra time and effort to scrap any useless elements, from extra fonts to extra syllables.

Effective web content isn’t about flashy graphics and fancy words. It’s about communicating key messages and getting tasks completed.

Simple connects.

5. Invest in Sea Monkeys

For less than $20 you can raise your social status and credibility, and finally be able to conduct team brainstorming sessions. You can even name the cute critters to expand your design firm and justify higher rates.

4. Feel the Music

Find a wind instrument, sit cross-legged at your doorway and play Star Wars over and over again, until you see the light, or you collect enough change to get your caffeine fix.

3. Call on Nature

Get back to earth tones using Austin Powers’ teeth as your website’s colour palette. Select from a full range of tobacco yellows and decomposed browns.

2. Get into Character

With your deepest voice, answer the phone matter-of-factly with nothing more than: “John Rambo.” Chances are, after an awkward moment of silence, you’ll be engaged in some thought-provoking conversations with your prospect, client, or mom.

1. Crank the Led

Web design can require a level of intimacy. So, to set the mood, take a cue from the 1982 classic film Fast Times at Ridgemont High: “When it comes down to making out, whenever possible, put on side one of Led Zeppelin IV.”

For the seventh straight month, the market share for Microsoft’s Internet Explorer declined, according to Net Applications.

In January 2009, Internet Explorer commanded a 67.6% market share down from 75.5% in January 2008 and down from over 90% in January 2005.

The biggest gainer over the last twelve months was Firefox, which commanded a 21.5% share in January 2009, up from 17.0% a year earlier.

During December, Firefox exceeded a 20% share for a full month, which was a first.  Mozilla’s CEO, John Lilly, gave credit to the Mozilla community:

“Reaching 20 per cent worldwide market share is a significant milestone for Firefox and Mozilla. It’s a huge achievement by the global Mozilla community, one that just a few years ago most would have considered impossible. The open web is more vibrant than ever, and the thousands of Mozilla contributors around the world have played a major role in making it that way.”

Rounding out the top five in market share was Apple’s Safari (8.3%), Google’s Chrome (1.1%) and Opera (0.7%). The top five browsers accounted for 99.2% of all web browsing.