When you click on to a website, you immediately know if it’s the one for you. Well, perhaps not immediately, but pretty much – it is said that a user’s brain makes decisions in just a 20th of a second when viewing a web page.
This is all down to our psychological view of websites – there are now certain things that we expect to see on websites and we expect to see them in certain places presented in a clear way.
Many designers don’t see the point in learning the psychology surrounding websites, however learning a few basic points could make the difference between a sale and a bounce-back.
In websites we trust
When people land on a website, they need to feel like they trust the site immediately. Users are very wary about disclosing personal details, no matter how good the website looks, so you need to create a website that puts visitors at ease so that they are more inclined to sign-up to your newsletter or buy a product.
Familiarity and patterns
If people can’t find what they’re looking for easily, then they will click straight off the site. Don’t get me wrong, you can get creative with it – however there needs to be some kind of structure and familiarity to the site so that it is clear to use.
Your branding needs to be consistent across all your platforms, but especially your website. Tying in with familiarity and recognisable patterns, the visitor needs to know that you know your brand inside out. If you can’t even get your branding right, then that will give the user an uneasy feeling when browsing your website.
As the old saying goes, ‘a picture is worth a thousand words’ and that is never truer than when it comes to websites. When it comes to websites, people don’t like reading, and visuals and colors will both catch their eye and hopefully keep them on a page. People like to see pictures, if the brain feels overwhelmed with text, people will click off.
Color it in
Speaking of color, there is a separate color psychology that can be worked in to web design psychology. Depending on what mood and feel you want your website to project, you will need to find the appropriate color to match.
Red – passionate and fiery
Yellow – happy and warm
Green – growth and nature
Orange – warm and energetic
Purple – rich and creative
Blue – fresh and calming
Black – mysterious and classic
White – pure and adaptable
Grey – sophisticated and conservative
Brown – reliable and stable
Take a look at the following infographic displaying how some familiar brands connect their logos to a specific mood.
An infographic by the team at The Logo Company
Becky works for an online marketing company in Birmingham called The Blue Cube. For more information on The Blue Cube, visit their website.