Your brand’s message isn’t limited to the word choices that you make. The environment under which you present your message is equally (perhaps even more) important. Particularly in encouraging user interaction and media engagement.
Subtle aspects, such as color, line, shape and font, matter. But, most people believe that design is a creative talent. And, they think that you’re either born with it or that you can’t develop a knack for it.
I beg to differ…
People respond to visual stimuli subconsciously. For starters, you need to ditch the notion that your website has to be elegant. Beautiful websites that don’t function well have high bounce rates. And, they don’t convert well.
You just need a functional website that’s easy to use and loads fast. But, learning a few psychology principles will help you to improve the usability of your website and thereby increase the user engagement that you receive, including social media engagement.
So, in this article, I’ve compiled five psychology-based design tips for improving user engagement. As always, with theory, I’ve included practical examples and actionable strategies that you can implement in your design straightaway.
Let’s get started with the first tip.
1. A recap of how colors and fonts evoke emotion
I’ve written in detail on both of these subjects. But, let’s revisit the key pointers.
First, let’s talk about color.
Color has a key influence in evoking emotion. If you’re a regular visitor to my website, Quick Sprout, then you’ll associate green with my brand. All colored sections are predominantly green.
Similarly, Coca-Cola is associated with the red color that matches their bold and energetic brand image.
Color has been found to increase brand recognition, by up to 80%. Here are some more surprising stats about how colors affect conversions.
Now, the preference of colors might differ by the gender and shopping habits of the consumer. Even the culture and nationality of your prospects can affect color preference. For example, in the US, most people associate white with marriage. But, in India, red is the marriage color.
An important point to remember is that no single color will convert the best, across all marketing campaigns.
You may or may not get similar results. No single universal best color will work for all websites. A/B testing is your best friend.
Yet, at the same time:
Choosing a color palette that matches your brand personality and that resonates with your target audience is important.
Here’s a color wheel, by Robert Plutchik, that show the emotions that various color shades evoke.
You’ll need to pick the colors for your logos carefully.
Overall, the colors on your website should accentuate your brand’s values.
Most brands and bloggers go through a lot of design changes and rethink their colors. So, if you haven’t considered colors seriously, then now is the time.
2. Leverage the Gestalt principle of symmetry. Use asymmetry to draw attention
If you’re like most people, you don’t like disorder. So, you perceive all objects with a symmetry around their center.
For example, in the figure below, you’ll see three pairs of brackets and not six individual brackets.
So, how you can you leverage this principle in design?
Your target audience will quickly comprehend information, when you convey it in a symmetrical and orderly manner. On the other hand, when your composition provides a sense of imbalance, then the user might find it difficult to concentrate.
But, you can leverage asymmetry to draw attention towards important elements on your website — like the CTA buttons.
3. Evoke a visceral reaction
I didn’t share complete information, when I said that beautiful websites don’t get good conversions.
Occasionally, you can win over people and get them to love you by directly triggering their central nervous systems. People just feel that your website is great and can’t get enough of it.
What am I talking about?
We all react, subconsciously, to certain things.
How we are subconsciously affected is relatively consistent, across genders and demographics, because these reactions are rooted in our old brain.
So, how can you evoke a visceral reaction on your website and make people want to experience it again?
One simple way to evoke user engagement like this is by leveraging colorful pictures. AirBnB uses beautiful images to please its visitors and make a great first impression.
Similarly, you can also consider going deeper, to create memorable and fun experiences around the elements of your website.
Not only is it a great incentive to read the product description, but it has also resulted in successful social media engagement. The experience has been shared widely on social networks and has been covered extensively by bloggers, because it provides user interaction worthy of media engagement.
4. Apply Hick’s Law to your design
Psychologists William Edmund Hick and Ray Hyman conducted choice reaction experiments to assess cognitive information capacity. They found that increasing the number of choices increased the time that it took to make a decision logarithmically.
A common application of this law is the jam study that you might have read. When the number of choices at a grocery store was decreased by 18, the sales shot up from 3% to 30%.
So, how does this law apply to your website design?
Instead of providing 10 choices to your visitors and overwhelming them….
You need to cut down the options that you provide to the absolute, bare minimum.
A consumer is bombarded with a lot of information, every day. So, when they visit your website, value their time and present your most compelling and relevant offer to them.
Here are the specific elements that you need to focus on:
1. Keep the number of form fields to a minimum. Here’s an estimate of the conversions that you might lose, upon increasing the number of form fields.
2. Every additional social network share button on your website contributes to increasing the loading time. So, find the social networks where your audience hangs out. Only show those sharing buttons on your blog, not 10 other options.
You can also use scroll maps to find the buttons that are getting clicked.
3. Remember the landing page principle of, “One Page. One Goal,” wherever CTA buttons are involved.
Whirlpool increased the CTR in their email campaign by 42%, after they eliminated 3 secondary CTA buttons and resorted to a single, focused CTA.
Here’s their original email with a lot of options.
And, here’s the version that they tested, after eliminating all secondary CTAs.
4. The number of elements on the navigational bar of your website must only serve the most relevant items.
Your homepage, in particular, must not contain a lot of clickable items. My homepage has a focused CTA above-the-fold.
And, it has only 11 clickable links.
When I checked Amazon, they had 141 links.
A concise navigational menu will also help your website’s SEO. A lesser number of links from the homepage will lead to its authority flowing well to the internal pages. More links mean a dilution of link juice.
5. Put your users first and attempt to make a personal connection with them
Ultimately, it’s all about connecting with your audience emotionally. If you can’t communicate a relevant offer for the user at the moment when he visits your website….then you’ve failed.
Here are a couple of ways to ensure that you take care of user interaction.
1. Conduct interviews and user experience tests for qualitative insights
While data about your users from analytics is a good way to make decisions, it isn’t the best. Because it doesn’t tell you ‘the why.’
Yelp leveraged a series of five tests, to analyze user behavior and derived valuable insights on the specific elements of their website.
For example, the search bar was one of their major features and it was easy to use. They also found some elements, like the ‘Events’ tab, that weren’t particularly noticeable.
A classic and powerful technique for an emotional user engagement is by telling stories. Your design tells a story, but is it a compelling and memorable one?
I would recommend starting with my article on brand storytelling, to assess your visual story.
Don’t underestimate the power of storytelling. Ecommerce brand Raven + Lily was able to ramp up their sales by 150%, by incorporating product storytelling and doing a site redesign.
Your website design should reinforce your brand’s personality and the central message that you want to convey in a situation.
In the world of design, web UI, UX and interactive animation, we set the standards of design and quality. Internetout specializes in building highly standardized websites using the latest standard of design with tools and frameworks such as JS, React, etc. while providing amazing user experience for your website.
You can use this cheat-sheet which I personally use!