When it comes to a consumer completing a purchase on your website, emotions are the tipping point. Your product is great, your site is functional. But what makes your website really stand out from the crowd?
Hopefully, it strikes a chord in your users.
No matter what the goal of your website is – e-commerce, media site, digital agency – capturing users or clients while differentiating yourself from your competitors is crucial. And, since emotional response greatly influences consumer behavior, it’s in your best interest to capitalize on that.
Employing low-level psychology on a bunch of strangers on the Internet might sound daunting, but the good news is that it’s actually quite simple. In general, humans gravitate towards the same things due to our nature. Because of that, there are a few simple website design rules you can follow to turn your visitors into revenue.
1. Utilize color psychology
You might feel like color psychology has been discussed quite a bit already, but that’s probably because it’s such an effective tool. The subtle messages that various hues transmit to users is so understated – but they’re tried and true, too.
https://www.wordtracker.com/blog/marketing/what-do-you-company-colors-say-about-your-brand
To employ, take the time to define your demographic (well, you should do that anyways…). Then, determine the action you want users to take on your website. These two items will work together with your product or service to determine the color palette to use.
For example, is your target demographic millennial women whom you would like to persuade to purchase your skincare products?
Take a (web)page from Glossier’s book and create a simple design with lots of white space and accents of soft, pastel pink – which signifies serenity and optimism – and black, the color of strength.
Want users to book a room at your beachfront resort? Cool colors are your friend, so load up on hues of blue (calm) and green (balance). See? It’s pretty easy once you get into the swing of color psychology.
2. Include images that have value
Piggybacking off the appropriate colors to inspire emotion, the right image can spark just the right feeling in your users. So, don’t bore them with yet another stock image or – worse still – a poorly designed “infographic” that doesn’t really say much of anything.
Instead, source the right original images. These should do a few things:
- Compliment your color palette
- Inspire users to connect on a personal level
- Allow users to connect on a larger scale
The 96 Elephants’ website design exhibits this perfectly.
The website design utilizes copious amounts of red – which symbolizes danger and war. Atop the main color, you’ll see a high-resolution image of the animals that the organization is trying to protect with bold words and a simple call to action. Scroll down, and you’ll see a map of the zones 96 Elephants is working in and additional images.
These images are valuable because they provide additional emotional and informational appeal. Seeing the elephants that need protecting creates personal connections for animal lovers and large-scale connections for globally-minded users. The illustrated map gives the project real-world roots. Couple these elements with the strategic color psychology, and you’ve got users donating to the cause because of a sense of danger and urgency they now feel.
3. Communicate your message clearly and effectively
A few different elements fall into this section, ultimately converging on the same idea – every design and copy element should have a distinct purpose. If they do not, remove them.
Internet users are notoriously flighty. That’s no secret, we’ve all read Nicholas Carr’s think piece from The Atlantic. With that in mind, you must remember that online readers have short attention spans and are ultimately uninterested in that sixth custom animation or third paragraph on your About Me page. They’ll get bored or frustrated (or both), navigate away from your website and never return.
And guess what? You can’t make users feel an emotional response from your website if they A. don’t understand it, or B. aren’t even on your website.
The Yates on Yates is an excellent example of tying thoughtful colors, strong imagery and effective communication into one easy-to-comprehend website design.
Their cool hues convey a relaxing home environment, while the glamorous pictures showcase high-end apartments and stunning views. Simple sans-serif text gives visitors just enough information. The result? Users are left feeling elegant, powerful and at home, enticing them to schedule a tour for the high-rise apartment complex or – better yet – apply for residency.
Conclusion
All in all, cultivating an emotional environment on your website through design isn’t a scary project. In fact, it may even help you get to know your audience on a deeper level, which will allow you to create better products and services for them and ultimately see higher conversion rates. Just keep these easy tips in mind, and your users will be emotionally engaged in no time!
- Create a color palette that sends subtle messages of the feeling you’re aiming for.
- Use high-res images that are informative and users will be able to connect with on a personal level.
- Design a clean, organized website and use well-placed, well-written text to communicate your message simply and effectively.
What web design tactics will you be trying first? Tell us in the comments!
