How many times have you seen shady “surprise banners” and pop-ups like these? Plenty, I’m sure.
Back in the days when businesses were just starting out with their newfound love for online marketing, scams and flashy emails like these were pretty common. The average Internet user would be constantly bombarded with annoying, in-your-face ads that made no sense.
And you know what was scary? These seemingly annoying and senseless ads actually worked. Customers would click on shady click baits like these, hoping for a free iPod, some billion dollars and whatnot.
Fast forward to today. Customers are smarter than ever. Although marketing funnels still bombard us with aggressive ads, we’re no longer naive enough to believe that someone wants to gift us a million dollars just like that.
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So why is that? For starters, the days of aggressive, flimsy marketing and the website design are over. Secondly, user engagement is now all about human-centered UI/UX design and keeping spam to a minimum.
If you’re wondering how to design a website that strikes the right chord with your users, you need to appeal to their best emotions. And how would you do that? By using design elements such as colors, typography, font, graphics, and content based on the principles of consumer psychology.
While most web design companies are familiar with the workings of web design psychology, creating a website is much more than just the basics of how colors or visuals work.
Agreed that our brains are incredibly complicated things, and it’s hard to impress the average user, but with a little practice, you can tweak your website to truly stand out from the crowd.
Here’s looking at how the psychology of web design can help you improve your users’ web experience.
Table of Contents
What Is The Psychology of Website Design?
Before we get started with how to use consumer psychology to mine your Internet potential, let’s understand what psychology is and why it’s crucial in web design.
Psychology, to put it simply, is the study of how the human mind works. Since our thoughts and our brains dictate pretty much everything we do, it only makes sense to understand consumer psychology so that we can come up with effective web design and branding strategies.
To understand how integral role psychology plays in user-friendly website design, consider this:
- Our limbic systems are responsible for our memories and how we react to positive experiences. What if you could help customers associate with your website on a positive note? Chances are, they’d likely revisit your website and recommend it to their friends too!
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- The part of our brain that “thinks” is called the neocortex. This is the one element of website psychology design that web designers feel most comfortable with.
And why is that? The neocortex is the most logical part of our brains that craves tons of information that makes sense. So integrating a lot of great and informational content on your website might be the best way to appeal to the neocortex.
- How we think, and process information is called cognition. However, making people think and like your content at the same time isn’t as easy or cheap either.
What the average customer wants is an easy but enjoyable experience from your website or app. Understanding how cognition helps can go a long way into creating engaging website design and better conversions.
So now that you know how the psychology behind website design works, let’s look at a few ways you can harness the power of consumer psychology to create a website design that wins!
Reduce Stress on Cognition
Most humans have limited levels of patience and increasingly shortened attention spans. Keeping the cognitive stress to a minimum is a smart idea because there’s only so much information that your average customer can handle.
Image: Search | unDraw
Moreover, if you’re looking at offering a great customer experience, make sure your UI and UX design is simple, intuitive, and easy to understand.
You can start by playing around with mental models and pre-existing schemas. These could be anything from the classic search button to log-in and check-out processes. Integrate forms that your users can quickly fill out and make sure all elements on your site page are in logical categories.
Most users scan things online, instead of reading them, so it only makes sense to incorporate headings, banners and keywords that are super-simple.
If you’re looking to create a compelling eCommerce website design, make sure your users meet their goal of buying things through an effortless process. A few things that you can do to improve this is by simplifying the search field, reducing the number of main categories, and changing how the input field looks.
Incorporate Social Proof
We all love something that we can relate to. We’re hardwired to believe that what others like may be favorable to us as well. What better example of this is than star ratings and reviews? Entire companies have built up their businesses based on social validation (think food reviews on Zomato, ratings on IMDb, and so on).
Image: Search | unDraw
Social proof is an essential marketing tool that major companies exploit in their web design and customer support. More often than not, we fall prey to these biases and end up buying things we weren’t even planning to!
To incorporate social proof on your website, you can use reviews, images, and customer testimonials to show how people loved your work. In that way, you encourage potential customers and site visitors to take action and follow your brand.
Typography and Font Matter
Just as colours play an important role in engaging your customers, so do font and typography. Both of these are very connected to our emotions and can elicit a diverse range of feelings.
There are simply so many different fonts and styles to choose from: depending on the kind of emotion you want your audience to feel, you can choose one that reflects your brand spirit and voice.
For instance, Sans Serif fonts come off as modern, elegant, and graceful. On the other hand, the Irvin typeface used in The New Yorker gives off serious yet artistic, avant-garde vibes.
Now that you know how the basics of consumer psychology work in web design, you can ask the web design firm you hire to create a design that pays attention to these rules. And put things together in a way that engages and attracts your target audience.