Why people do not like updates
In short
A sudden redesign can cause resistance even when the changes are useful. To keep audience trust it is important to prepare users, explain decisions and introduce them gradually.
Why do people not like a redesign even if the update is objectively better than the previous version? It is not only about design or features. Changes break familiar interaction scenarios, and users may perceive them negatively.
It is all about the brain
Our brain tries to save energy. When we face something new, familiar actions stop working, and mastering the changes takes extra effort.
This is cognitive resistance:
- an inner rejection of the unfamiliar;
- a fear of losing control;
- resistance to sudden changes;
- discomfort from the destruction of familiar scenarios.
So when a company suddenly changes an interface, product or design, people may react negatively. Not necessarily because the update is bad. It simply breaks the familiar picture.
Why sudden updates harm brands
1. The user feels unheard
They are used to buttons, structure and colors, and you changed everything. Without preparation, explanations and a smooth transition. A feeling arises that their habits were ignored.
2. The sense of control is destroyed
Control is linked to a feeling of safety. When an interface changes abruptly, a person feels like a beginner again. This is especially unpleasant in apps they use every day.
3. A redesign is perceived as a loss of identity
People get emotionally attached to brands. By changing everything at once, a brand seems to say: “We are no longer who you knew.” This can cause distrust and a negative reaction.
Why gradual changes are better than sudden ones
For a long time it was believed that a brand needs to surprise its audience with large-scale updates. But sudden changes are not always justified.
Look at Airbnb, YouTube or Instagram. Their interfaces change: colors, shapes and individual elements get updated. The user gradually adapts to the new.
How to update a brand without irritating the audience
- Prepare in advance. Share announcements, previews and testing results. Give people time to get used to the thought of changes.
- Change gradually. Break the update into small stages. Leave time for adaptation.
- Explain why. When a person understands the reasons for the changes, it is easier for them to accept them.
- Test on a focus group. Do not launch the update for everyone at once. Let part of the audience try the new version and give feedback.
- Respect users’ habits. If something works, there is no need to change it just for the sake of trends.
The problem is not the updates themselves but how abruptly the brand changes the familiar user experience.
People are afraid to lose the familiar
If you take users’ psychology into account, a brand redesign can be carried out with less resistance from the audience.
When habits are ignored, even a useful update can become a reason for criticism.
* Owned by Meta, which is designated an extremist organization and banned in Russia.
Questions on the topic
Why do users react negatively to a redesign?
Sudden changes break familiar interaction scenarios. Users may feel a loss of control and stop recognizing a familiar brand.
How can the negative reaction to a brand update be reduced?
Tell people about the changes in advance, introduce them gradually, explain the reasons and test solutions on part of the audience.
