Psychology in Web Design: Exploring Hidden Influences on Users’ Decision-Making

By Dana Kachan

Good design is something obvious. Great design is something almost transparent. Great web design can help build trust with users and motivate them to take your preferred course of actions and create profitable conversions. It’s not something about the influence on somebody’s will, it’s just about design that doesn’t make people overloaded, but rather engages them and helps them decide. From layouts and typeface to colors and CTAs – each detail matters and plays an important role in user engagement.

The digital landscape is getting more crowded. To create a website design which stands out on top of others is definitely a challenge. At the same time, it has become more difficult to impact the user decision-making process, since people are already used to filter external factors influencing their decisions on the web. However, there are things that aren’t subject to change.

Without further ado, we share with you the results of our web design research and experience of a few UI/UX design and web development companies. Find here 5 handy tips on web design psychology that will help you improve user experience and start a quality interaction with prospective customers.

Use emotion psychology principles

In psychology, emotion is often defined as a complex state of feeling that results in physical and psychological changes that influence thought and behavior. Therefore, when your design evokes user emotions, it consequently influences user actions and decisions too.

People try to take control of their emotions, to make the right decisions driven by the voice of common sense. However… sometimes we let emotions impact our decisions. Just think of the situation when you’ve made a spontaneous purchase driven by emotions evoked by a nice product design or a desire to follow the mainstream. It’s a simple algorithm, however, it still works.

We don’t say emotions are a good thing, but they are obviously a driver of decisions. Emotions are a strong motivator that guides human actions. Designers with a deep understanding of emotion psychology have this weapon and know how to create a user-centered design that will help people interact with a company and its product more harmoniously.

A well-balanced combination of colors and fonts is an effective tool in engaging and influencing users. Every color has its own meaning, each evokes a certain emotion rooted deep in the human subconscious.

You have probably seen the homepages of Facebook and PayPal. Both of them used shades of blue. Have you thought that’s a coincidence? According to the psychology of color, blue inspires trustworthiness.

Soothing and eye-appealing colors help to build trust with the website visitors. The red color is the wrong option for a brand cultivating organic products, however, it still is the right choice for a dating app landing page. Your website’s color scheme can impact accessibility and usability. If you create navigation tabs and dropdown menus using unnoticeable colors, it’s just as bad as not having them at all.

Website blues and hues scheme should be in sync with business goals. Try to make your design resonate …read more

Read more here:: B2CMarketingInsider

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