As humans, we often try to convince ourselves that we are rational beings. We try to make choices based on logic rather than emotion, but the truth of the matter is: we are highly emotional creatures. And this does not just apply to our decision making, it applies to the reactions we have to certain things, such as emotional website design and the content that we consume.Â
If you are interested in a fresh website design you need to take emotions into account. Today, it is not enough to think only of how the site functions and looks, a website designer must think about the emotional response their designs elicit from their audiences. A website that receives little to no emotional response will quickly be forgotten about.Â
Not convinced that emotions should play a part in a website? Below is the what, why, and how of emotional website design.Â
The What
Studies have shown that people perceive visually pleasing objects to be more effective, and this concept can be applied to almost everything, hence the reason why it is now being applied to website design. An emotional response to a website can be both positive or negative, and it is caused by specific design elements.Â
These reactions can differ between men and women, as well as culturally. For example, a young woman who does not like the look, feel, or tone of a website will be less likely to visit it again because they will not feel emotionally engaged with it. This can be highly detrimental for e-commerce retailers, where emotion is can trigger purchases.Â
In simple terms, emotional website design is one which is designed for the heart first, then the head. Rather than designing to maximise conversions, the site is designed to maximise positive emotional responses.Â
The Why
Now that you understand emotional design a little more, you are likely wondering why it is important to your website. A website, today, is so much more than a place for information about your business to live. It is how your consumers interact with you and how they perceive your brand. And while user-centric design is nothing new, emotional design focuses on the user more than ever before.Â
Website designers who are looking to implement emotional website design need to anticipate who will be visiting the site and what they will be trying to accomplish. Understanding the needs of the consumer allows designers to produce a more intuitive website, as well as one that is aesthetically pleasing.Â
Tapping into the emotions of your audience can encourage better brand interactions as well as an emotional investment in the brand. A website that focuses on emotional design is one which uses data and research, meaning that the user experience will be positive from start to finish. And this will lead to better online visibility for your business, as well as a more loyal customer base.Â
The How
Understanding what emotional website design is and why it is important will help you on the way to developing your own emotionally-focused website. But, if you are not technically savvy, or are not a website designer yourself, this process might be a little tricky. Below are some top tips for emotional website design.Â
- It All Starts With A Concept: Before you begin designing your website, you will need to create a concept for the design itself. Start by researching what appeals to your consumer, which can be done by looking at analytical tools for your current website and researching industry trends. Think about your corporate image and what design features would enhance this and get your message across to your audience.Â
- Keep It Consistent: An important part of any website design is to keep all of the elements consistent. To create an emotional response, you need to keep all elements under control, meaning that each page should use the same colour palette, the same font, buttons in the same shape and style, and similar imagery. Consistency helps to drive home your message, and keeps consumers calm, relaxed and happy.Â
When designing a website, you need to consider not only how it will be used, but how consumers will react to using it. Start with a concept and use this to create a message that elicits a positive emotion from your consumers.Â
Remember to keep your website design choices consistent, as consumers might become confused when seeing too many different colour or font choices. If you would like a website for your business that makes people smile (and make purchases) speak to NetMechanic today to find out how we can help you.
