Standing out is arguably something that can help you get ahead in many facets of life. Being attractive, loud, uniquely talented, or outside of the social norm draw eyes and attention. Being easily recognized or noticed can be a great way to get a leg up on your competition, just look at these famously talented and popular YouTube sensations, and those on the newer social network, Vine, as well. There are famous “YouTubers” and “Viners” out there that have made their popularity known by being unique, loud and of course resilient.
So why not take that same approach when planning your website design? The whole idea of building a great website is letting the consumer see your entire company or brand just by spending a few moments of their own time with a screen and their finger. You only have a few seconds, and mind you, those few seconds are above the fold, to capture the attention of your audience. That is why it is so important to understand the psychology behind your users or customers, because in this business, consumer engagement, UX and interactivity help to formulate the ultimate brand experience. By developing a site based on UX data and psychology, decked out with some quality usability testing, we create the ability to target an audience that is much more in-tune what you have to offer. Many times you’ll find that you even define a new target that you never thought you was applicable to your business.
Coca Cola recently conducted an experiment that involved a target market and consumption of their product. They placed a Coca-Cola branded refrigerator on a college campus with free 20oz sodas inside. The catch; they developed the bottle tops so that it was impossible to open by a single person. But, once they began to realize there were others having the same problem, they were forced to figure out that the bottle tops were the keys to one-another.
Not only did this antic bring students together on a college campus, it created brand awareness and conversation that quickly swarmed in the word-of-mouth and social media generation of their market. So while this example isn’t on the exact topic of web design, it sits under the umbrella of marketing, advertising and brand recognition. It shows that even one of the worlds most recognized brands uses psychology and a user experience of sorts, in order to attract consumers and create conversation about their brand, just as your website should.
When creating a design based on human behavior and user experience (UX), it is important to pay attention to how visitors naturally assimilate information, what their interests, turn-ons and turn-offs are, all while offering them a conducive experience that appeals to their conscious (and sometimes subconscious).
As the modern consumer increasingly relies on the internet for most of their needs, questions and to establish legitimacy, a lot of the pressure of a building trust for your brand is placed on your website and online presence. Without a good design, with great UX and content that provides a call to action but does not scare the user away, you can build trust almost immediately and establish a rapport with your audience just by the way the website makes them engage. This is where trust and positive perception of your brand begins.
Human behavior and emotional triggers will inevitably influence the consumer to take certain actions on a website, even certain colors or designs can subconsciously trigger fear or guilt.
The psychology of color and the behavior it encourages is one of the more complex subjects in design. Needless to say, colors used for a website design can have a significant impact on how visitors react and engage. There have been multiple studies that have shown the color of call to action (CTA) buttons on a website to provide markedly different results in clicks and user behavior, just by changing the color of the button.
For all designers, whether new to the game or long established, understanding the basic principles of human behavior and UX, in conjunction with a knack for design and development, will provide right ingredients needed to bring positive performance for your next website project.