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Psychology Of  Website Development

Creating websites has something to do with designs…and tactics that increases conversion rates. Website design is much more concerned with understanding viewer’s preferences and using insights from website visitor data.

In short, data and psychology!

In visual content marketing, the viewer holds the key to success. You have to bring out the best in your web design for viewers satisfaction that would direct them to conversion. Taking into account the viewer’s perspective, web development should use schemes that would clearly gain positive end results.

Creating designs is  simple but to come up with a highly converting website design evidently needs an aid from data analytical aspects. On the other hand, psychology works for the purpose of understanding consumer behavior which eventually make things work by promulgating better ideas on yielding “highly converting ” designs. This opens up web developer’s eyes to new opportunities in consumer UX and UI. Ideally, decision making with regards to website design is dependent on psychology backed by A/B tests.

The psychology behind website design upholds the proposition on basic elements that could influence attitude, mood and experience of website visitors Here are some psychological factors that affects the design, function, navigation, UX and conversion rate of a business website


1.Consumers trust consistency in design


Consistency has been proven to build trust and loyalty. A website design requires high quality content to enhance its credibility. Numerous visitors to the website should find the content relevant and on par with their expectations. They want to find information that they need to convert. If you have regularly updated content pages, this will create a momentum that audiences appreciate. To them, consistency in content quality and design is trustworthy.


2.Free up space in your website design


In a study by Princeton University Neuroscience Institute, it was found that clutter adversely affected the brain’s ability to focus. The human brain associates chaos with discomfort. This is the reason why you should be spatially sensitive in designing your website. The more organized your website is, the more comfortable your visitors will be. Websites should offer satisfaction by means of systematic flow of marketing content taking into consideration the adequate space. Learning about space will lead us to the knowledge of white space. White space plays a vital role particularly in website design where there’s no need to post any marketing content or visual component. It is important to give emphasis on relevant content in a quite simple manner. Maintaining professionalism and simplicity will drive visitors to stay on your website, thereby reducing bounce rates. Indeed, organized website presentation will allow your audience’s brain to function smoothly and gasp ideas that would stay longer in the subconscious.


3.Leverage color psychology in website design


In ‘Color: The Secret Influence,’ Kenneth Fehrman said that, “most people are unaware of the profound effect color has on their behavior.” Indeed, the effect can be so subtle that most brush it away as a coincidence for their changing moods/behavior. The color preferences for website designs will drive psychological effects to viewers; either they will love it or be annoyed by it. Website developers must be careful in choosing colors and it should follow the basic principles of color combination. Perhaps, there is a need for color to give emphasis on the visual elements against the website’s background. These colors have a psychological impact which drives the viewer’s emotion, for instance the color blue, purple and green radiates peaceful, trusting feelings. Most importantly, colors should be anchored to the company’s brand. For some reasons, color has more worth beyond the aesthetic. Many people find that they identify with a brand’s choice of colors because it resonates with their own personality.


4.Typography subtly affects emotions


Font styles could affect visitor’s emotion which could be useful in guiding them along the conversion funnel. Website designs should familiarize themselves with the common emotions behind fonts. There are fonts which emphasize seriousness and professionalism while some fonts have a more informal and modernized feel. Across typography, it is still important to consider spacing between paragraph, margins and so forth.


5.Be a rebel but conform where it matters in website design


Humans are complicated; there is a desire for maverick newness and a craving for conformity. Conformity and originality must come together to dwell into an attractive website. It is worthwhile to consider conformity that would showcase your product or services to a certain technical standard. Website visitors need to trust your professionalism. Conforming websites with an original twist offer benefits to consumers such as added confidence, competitive edge and ensures safety.


6.Create a sense of security in web design


Security – this word rather deals with” fear”. Anyone with fears would find means for defense and security. If you understand consumer’s fears about using websites or purchasing/subscribing to services online then you are one step ahead in web development. Websites should demonstrate up to date security measures by means of understanding clients concerns about privacy and safety. Through the process of building security measures (for example, encryption in ecommerce sites) and communicating this with website visitors, you will increase the trust in your brand. There should be a risk analysis especially with regards to identity theft and data leaks to ease the fear of consumers.


7.Reassurance through web content


To overcome their resistance to conversions, website visitors have to be reassured. This entails that a more concise and descriptive web text will be required. This can be microcopy content next to call to action buttons, reassuring that consumers have a money back guarantee or they have no obligation to pay after the trial period. Reluctant website visitors need to be reassured and it is through feedback that marketers can find the obstacle to conversions.


8.Lessen the conflict of interest in website objectives


There are two main aspects to consider in website design: pleasing your website visitors with UX and guiding them along the sales funnel. You could not simply command the user to do what you want them to do. You have to smooth any conflicts of interests where the consumer desires a different outcome from you. There should be a give and take relationship, offering good quality, valuable products that will benefit your customers and business profits in the future.


Smart marketers undergoes analytical study on how to manipulate the consumer’s brain. Understanding the psychology of website design means anticipating viewer’s response to a certain feature and creating it exactly to drive conversions.  Incorporating psychological methodologies is a powerful way to achieve success. Humans will always make decisions based on emotions over logic. This is the reason why many brands aim to affect consumers on a subconscious level; the most successful brands have utilized design to great effects. By learning about your target audience, you will create web design features that will elicit the perfect emotion that would directly support their logical rationale. Yes! Conversion means profit. Taking the time to observe your target audience is the best investment of your marketing time.

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