How to Influence Web Visitors' Purchasing Decisions through Web Design

How to Influence Web Visitors’ Purchasing Decisions through Web Design

August 27, 2019.

Web design plays an important role in a business website, not only to attract customers but also to influence how they interact with your brand⁠. Ultimately, a website’s goal should be to prompt visitors to make a profitable conversion, and that can be achieved by implementing psychological triggers in your web design.

Web Design Psychology

The use of psychology in web design is often overlooked. However, every element in your web design⁠—from your color palette, typefaces, layout, graphics, to your CTAs⁠—all come into play in engaging with your customers.

In simple terms, web design psychology means designing from a web visitors’ point of view. It entails manipulating design elements so that it elicits an emotional response from a user. 

From a marketing perspective, using psychology in web design aids in influencing the purchasing decision of visitors and guiding them further down the sales journey using the power of design.

How to Influence Web Visitors’ Purchasing Decisions through Web Design

Here are a few tips on how to use web design psychology to nudge customers in the right direction:

1. Color palettes should be in line with your brand identity

The use of specific colors is possibly the oldest trick in the book when it comes to marketing psychology. When choosing your website’s color palette, it’s important that these are in line with your brand identity: What emotions do you want to stir in your audience? How do you want audiences to perceive your brand?

Each color represents certain emotions, and your brand’s color palette can be used to indicate an action or affect your audience’s mood. Here are some of the most common colors and the emotions they symbolize:

  • Red – Associated with power, passion, intensity, strength, and energy. In the food industry, it’s also a good color for stimulating hunger. 
  • Blue – Represents calmness, trustworthiness, stability, and loyalty. It’s most often used by banks and social networking sites.
  • Green – Associated with nature, peace, tranquility, and rejuvenation. This color is great for brands whose focus is on environmentalism and the selling of organic products.
  • Yellow –  Represents warmth, optimism, happiness, and hope. It’s a great choice for brands selling kids’ toys and apparel, or for brands going for a sunshine-y disposition.
Color Emotion Guide
Source: Buffer

2. Consider your visitors’ reading pattern

As a rule of thumb, your website’s navigation should be intuitive enough that visitors can find their way through your content with ease. Aside from menus, the placement of your content and layout of your website can help customers to easily navigate your site.

Consider your visitors’ reading patterns. Users scan a page using a “Z” pattern: top left, middle, and bottom right. They also like to read content in an “F” pattern: left to right, then up to down

Using both patterns, you create a visual hierarchy that visitors can use to determine what information they should be focusing on. Place essential information (e.g., call-to-actions, brand logo, hero image, etc.) in key areas where your visitors are most likely to see them.

Layout Scanning Patterns - F Z Pattern
Source: Codetiburon

3. Establish your brand’s tone of voice with the right typefaces

Typefaces, or fonts, are not only essential for your site’s readability, but they’re also helpful in establishing your brand’s tone of voice. Just like colors, different typefaces represent a range of emotions.

In general, serif fonts (e.g., Times New Roman, Georgia, Baskerville, etc.) are usually associated with tradition, authority, and sophistication. They are best used for news sites and law firms, but recent design trends have popularized using a combination of serif and sans serif points in web design to emphasize certain design elements.

Sans serif fonts (e.g., Helvetica, Calibri, Avenir, etc.), on the other hand, represent modernization, neatness, and stability. They’re popularly used by technology companies and social networking sites and are the best choices for body text in all kinds of websites. 

Font typeface emotion psychology
Source: Crazy Egg

In conclusion

Web design psychology can go a long way in boosting your website’s profitability if done right. One essential thing for this to work is for you to know and establish who your brand is and what your goals are. It helps if you create a brand style guide to make sure that everything is consistent all throughout.

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Categories: Web Development