As websites are created to entice human engagement, web designers were bound to turn to psychology in web design for maximum results.
Studying how psychological principles trigger reactions and help website visitors experience your online presence is crucial in the modern marketing world.
Soon before long, psychology and web design joined forces and neurodesign was born – a term coined in 2012 to help explain how customers experience changes from good to bad based on the aesthetics of a website.
So what are the important takeaways and how to implement psychology in website design? Here is the breakdown.
Why Do We Need To Study Psychology in Web Design?
First off, studying your visitors and how they perceive the Internet and your online presence is something any website creator/owner is bound to go through.
Of course, many will tackle the project based on their point of view.
The core of psychology-centric web design is to create websites that will give your visitors what they want and how they want it.
Visitor psychology will help you tap into the psychological drives of your target audience.
As a result, your website visitors will be happier with your website will stay longer (increase session length), the bounce rate will be reduced and – finally – they will be more inclined to buy your products or refer you to their friends.
Psychology-Based Design Builds Trust
With almost 25 years of active website building around the globe, the internet has never seemed darker or less secure for the average visitor. Many digital scams, identity thefts, schemes, etc. are driving the Internet users into a new state of precaution.
This is why it is essential for your website to seem trustful to your visitors.
To gain your visitor’s trust, you should be offering familiar and recognizable patterns that do not look spammy. Too many sketchy pop-ups, funny looking banners or the lack of an about page link in the header or footer may repel your potential client away.
Users must be able to quickly move between the pages and posts on your website. Steering away from basic user experiences and expectations can be counterproductive.
That said, as artistic as you’d like your website to be, make sure it still follows some clear guidelines on user experience.
As little or as big as your company is, your website needs to follow basic branding principles.
If your brand’s colors are orange and black, make sure to have these colors as the silver-lining to your website as well. This can be achieved with simple things like having orange buttons and black header or using orange and black fonts on a white background.
The same goes for your logo. If your company has a logo that has been used outside before, it would be important to place it on your website as well. That way, users who have already heard of you in the offline or social media world, can recognize your easier.
Breaking down the reading patterns
Understanding how people read online is important because it is much different from how digitally inexperienced people would expect them to do.
The Z layout is one of the classic ones in psychology design and addresses the human reflex to read starting across the top from the left and ending in the bottom right corner of their screen.
Implementing this layout is an excellent way to use any web design project to its full potential, as it addresses the core requirements for any effective site: branding, hierarchy, structure and call to action.
It helps web designers place the important content in the right place for visitors to be able to consume it. Failing to do so may result in website visitors leaving the website too early, and thus increasing the bounce rate.
Giving Each Page a Clear Focus
SEO’s have been rambling about this for a long time, but it’s not just for Google that we need to make sure every page has one idea only.
It is easy to confuse your visitors with too many ideas on one page. There should be a purpose to every page, no matter if it is to showcase your company’s news, tell more about your company or explain one of your services in detail.
The focus of the page should be immediately apparent to your website visitors.
Don’t get scared of a little white space on your pages. It may do your more harm filling it up with too much information, that your visitor will not even consume because of all the messiness he/she has experienced.
3 Tips For Including Web design Psychology To Your Website
Find out your target audience
The same as with creating your product or service description, you need to know who your website is intended for.
If your visitors are tech-savvy, you may have more space for some interesting functionalities or avant-garde design. But, if your target users are less prone to deal with the internet every day, you may want to step it down a notch and figure out a simple way to deliver the right content to them.
Interview Your Users
The best way of knowing what exactly your users expect of your website is by asking them. Conduct a survey among your former or current customers or avid users and see if they’d be willing to provide you some valuable insights.
After you have a significant sample to work on, call your web designer and see how you can best implement these suggestions.
Do A/B Testing
Anytime you are unsure which element would perform better, make sure to test it out. Tangible analytics will help you decide between two options – which one lead to more visits, engagement, and interactions.