web design: why its good to get emotional


When you look at an ad, a poster or an image of any sort, chances are you’ll feel something. Be it conscious or unconscious we are all programmed to respond to the visual stimulus around us.

As marketers, this is the stuff we were weaned on. Any business is built from words, images, and creative that work together to build a personality that people can connect with. At the end of the day, regardless of the size of an organisation, business revolves around individuals making decisions to connect with each other.

Then came the internet.

Until a few years ago, the templates used to build sites were pretty clunky. A landing page, with a logo and a few stock images, followed by a series of drop down menus was the best we could hope for. Devoid of personality, websites were functional and not much more.

Not any longer. 

We know that success in business means having a consistent, clear personality that shines through at every point of contact with your customers, especially the web. Researchers estimate that the web-based economy in the world’s most developed countries will double by 2016. It’s been on our radar and, in response, we’ve been thinking emotionally about our web design for quite a while now.

What does emotional web design actually look like?

Like any good marketing, there’s quite a lot of science behind it. Your website is strategic in driving your business forward, making sales and keeping your customers loyal. To evoke feelings of trust, confidence and respect you need to understand what makes your audience tick and build your site around serving them.

First impressions count. People spend an average of 10-20 seconds on a landing page. SEO robots aren’t going to do business with you, people are.  In just a few precious moments your site needs to connect with them and give a clear sense of who you are and what you are about.

Make it easy.  Your site has to look appealing, but that needs to be paired with great usability. Clear navigation and intuitive next steps will give customers confidence in your brand and prevent them getting fed up and logging off.

Make the site valuable. Websites are often dumping grounds for information that companies feel might be interesting to someone, somewhere. But content needs to be is relevant, current and of genuine interest or your audience won’t bother coming back.

Measuring success. Once your site is up and running, keep tabs on what’s going on there. Learn about the pages your customers really like and the ones they don’t. Unlike printed materials, websites can be updated quickly and cheaply, so your website can reflect the developing relationship with your customers. 

Chances are, if you’re giving customers what they want and making them feel genuinely good, they’ll return and encourage their friends and colleagues to do the same.

If you’d like to find out more about what we’re up to in the world of web design give us a call on 01892 541111, email us at hello@ifour.co.uk or visit our design agency studio in Tunbridge Wells, Kent.