Great web design evokes emotion. This ranges from the initial gut reaction to positively affecting the higher cognitive functions behind decision-making.
Seems like a lot to carry with design. However, the best web development companies are aware of this and make their recommendations based on time-tested psychological theories.
Getting the right emotional reaction from visitors takes careful consideration of every facet of a website. A great website design company will look at all these factors, including placement of elements on a page, the type of images used in photos, and the color of every single element.
Color is especially important. You don’t typically see Mercedes Benz using yellow on their promotional material. It’s black. That’s because black connotes stability and luxury. That’s also why Chase bank uses blue. It gives people a feeling of calmness and security.
You can read more about emotion in website design. It’s a vital component of standing out against your competition.
Psychology and Web Design
Beyond color, design elements, and typeface of copy, there are areas where psychology plays a significant role in design choices. Our recent blog regarding the psychology of web design touched on website elements and how they interact with the mind. Below you’ll find the psychological needs of consumers to keep in mind if you want to turn them into happy customers.
Trust is the biggest factor in whether a consumer decides to engage you about your products or service. Design should flow in a way that establishes that you are serving your consumer’s needs first. No one wants to get asked for their emails or other contact information before they’ve even figured out if you can solve their problems.
When do you feel secure? When you’re in surroundings that you recognize as being safe. If consumers feel safe on your site, that’s a big step towards turning them into a customer. To do this, give people a look and feel that mirrors sites they often use and already trust. You have only seconds to do this, so it needs to be baked into the design. Sticking with basic, well-known design patterns helps in this area. The brain gets distracted easily if it cannot find the pattern it is looking for right away.
Other areas, such as the home page and product pages, should be designed to draw the eye to the product, which should be pictured attractively or in context of the way it will be used. The latter gives people the feeling of, “This is going to solve my problem.”
But don’t go overboard with trying to create excitement, otherwise your site will slide into used car salesman territory. Which is not where you want to be. Psychological tests have shown repeatedly that people need space, so design the site where it is not overloaded with bells and whistles. Not every nook and cranny needs a design element. This will get a reaction of anxiety and result in many people bailing on your site.
This area is so complex that most companies turn to a professional web design company like Bayshore Solutions to get the job done right. You’ll want a company with a long track record of success and one that can demonstrate immediately that they understand the psychology of web design.
Interested in learning more about our solutions? Call (866) 352-4791 or email us at firstname.lastname@example.org to discuss your needs.