They pull at our heart strings from the very first moment.
Good web design makes use of emotions to meet the needs and expectations of customers. It could be said emotions are very important for impactful web design.
How humans work
What this means for website design
Any purpose or goal you have in mind for your website is going to require some kind of emotional investment from your customers. Your website is going to have to speak to their unconscious emotions in order to influence their conscious clicks.
Design should use emotions to:
- Capture attention
This is self-explanatory: you want to grab people’s attention straight away. The amount of people that visit a website and leave straight away is extremely high. If your website appeals to emotions, people are more likely to stay on your website.
- Direct that attention
Once you’ve got someone’s attention, you need to direct it. This is where speaking to people’s wants and desires comes in to play: you need to make them want to visit somewhere else on your website.
- Get an outcome
At the end of the day, you want an outcome and visitors to your website want an outcome. You need to align your goals with theirs. People have usually come to your website for a reasons and will have specific goals. Understand those goals and use the right kind of emotions to help them meet their goals, and in the process achieve your own objectives, whether that be getting an email address or selling a product.
The importance of good User Interface
User Interface (UI) is the means by which people interact with your website. Your website’s UI should reflect both your goals and your customer’s goals. And the emotions that go with this.
Amazon is an excellent example of good UI that speaks to emotions and helps users achieve their goals. At the end of the day, Amazon is for shopping. Everyone knows this and the interface backs this up.
Amazon knows its own goals and its customer’s goals, and through its UI it aligns the two.
People have a limited energy with which to complete their tasks and good web design should use emotions to design the UI and navigation for complete customer focus. Traits of a good, emotion-focused web design are:
We’re creatures of heart and emotion, which can be used through good website design to influence how people behave when they visit your website. Experiment a bit and be clear with your designer about what you want your website to say and do.