WHY YOUR DESIGN MUST STICK TO EMOTIONS

nternet today cannot be ignored as a living, thriving entity. It has a vivid personality which demands expansion and attention. Same is true for businesses sharing their space on it.

It won’t be wrong to say with so many businesses hoping onto the internet what it needs most is a committed audience. An audience, which trust its businesses and engages with it in profitable ways.

Functional and worthy online experiences can do the trick of bringing the business and audience together and keeping them engaged. However, this could get a bit tricky when we know how fickle the mind of an online consumer is. Online businesses are always on the lookout for best practices to enhance and empower their online engagement, by way, of continuous experimentation. Best examples of innovation are Apple and Kickstarter.

The bottom line is if you want to dig into your customer’s pocket your online identity must be trustworthy and value-giving. In addition, to being highly user-friendly or else you may lose to the competition.

It is no surprise that online companies are busy charting out unique personalities and identities for themselves. This approach has two benefits. Firstly, an easily identifiable online business is able to easily sell its products across. Secondly, an online business with an established identity is relatable and reliable. Such an approach by online companies creates an instant emotional connect with their target and potential audience, in the long run.

In the race to create and sustain an online identity are included businesses which are large corporations, start-ups or belong to savvy entrepreneurs.

One of the key benefits of having an online identity, weaved together by effective emotional design connects is that it treats a consumer as a human and not just another metrics. So, whether you are a multi-million company or a start-up, there is no running away from an emotionally, workable online design.

Let’s dig in more.

Emotional design is not a new discovery. In fact, emotions have put to great deal of good use in advertising campaigns. For instance, the emotional selling of burritos via a touching story via Chipotle’s scarecrowvideo is a case in point. Well, there are many which can be quoted here.

Emotional design takes the buyer-seller idea one-step further. It puts the buyer in the centre of the universe. It then tailors a beneficial idea/product/service around them. In more ways than one, consumer still remains the king by being served what exactly he/she demands/needs.

How does emotional design work?

Any online business must ask itself the following before delving into the idea of emotional connect via its design.

  • How will this serve/benefit our online customers better?
  • How will this website or product make its consumers easier?
  • What do they expect from their target or potential audience?

Another important aspect of emotional designing is — simplicity. Logical saying it is good to convey your business message via one strong emotion than to display an array of emotions. In other words, users must find it really easy and quick to know the advantage(s) they might or must expect from you. The idea is not to waste their time online and keep the whole process simple and quick. Single emotion can do this much better.

Let me explain with an example. Limit your online visitor’s choice. Place just one click-to-action button. Take the customer to the click-to-action button by evoking an emotional response such as “I need this product/service to solve my problem” or “This is within my budget I must share it with friends”.

Remember, a good emotional design is:

  • Easy to understand, i.e, easy navigation and logical placement of call-to-action buttons.
  • Attractive and inviting, i.e, key elements such as graphics, colour, layout are set in a theme and take the visitor from one point to the next.
  • Interesting and engaging, i.e, every element of the website evokes a craving in the visitor to know more and be guided
  • Unique, i.e, the business website has its own voice/personality which is easy to relate by any user
  • Easy to remember, i.e, the website and its elements have a good recall value without being confusing.

“Great design is the offspring of logic and emotion” — M. Cobanli

In conclusion

An effective emotional design can be summarised as,

  • Calculating first impression, i.e, how the look and feel of the website is able to retain the interest of its visitor?
  • Tasks established, i.e, what and how an interested visitor does on the website?
  • Value-creation, i.e, what a visitor established on the website? Was the website worth their time?

Emotion in design is not an individual element but a sum total of all rudiments of a website. From its theme, idea, layout to logo, just about everything holds a great and deep emotional-connect for the customer, or else they lose their chance of being discovered.

Apart from making your visitors feel really good by invoking positive emotions in them, a good emotional design is — informative. It tells them what products/services are being launched? Are there any events happening? How and where to contact in case of grievance and much more?

Emotional design guides its online users to take guided and informed decisions without breaking their attention span and their success lies in just this approach.

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