Web designing is an art that leads to specific significant messages. Every shape or color or font or text or even graphics you are using while designing a website is going to influence the message you are trying to deliver.
There are often people who are good at designing but they claim they don’t have a natural sense when it comes to creativity. But the reality is that learning web designing has much to do with the psychological pattern for whom the site is being designed as has less to do with creativity.
For intuitive and exceptional designs, we will be discussing some psychological principles that are crucial for stunning web designing.
1. Mental Models
When it comes to designing, the foremost principle is to uncover the appealing strategy that delivers the motto of the brand with excellence along with a design that a user can find as interesting as well as intuitive. For this, computer scientists and user experience (UX) designers are thinking and using mental models as a base during the designing process.
The process of mapping out what the interactor (user) understands regarding the real world by crafting an experience and replicating the models through designing in the virtual space is regarded as Mental Modeling. It is the process in which the designer tries to uncover the target audience perception through an instinctual way.
It is recommended that during the designing process it is crucial to evaluate the design thoroughly. Keep a firm look at the visuals that are they interactive enough the engage the audience? Is the message clear enough to provide a better understanding of the audience or is the message intentionally hidden to create a buzz?
For example; you are designing a website for a restaurant and they are offering a wide range of food. Their specialty is some specific sort of cuisine. Now during designing you as a designer ought to design the website in such a style that can help the interactor understand clearly about the restaurant specialty. This is where mental modeling starts, where you have to think as a user evaluating their preferences.
2. The Von Restorff Effect
The Von Restorff effect is simple to understand. It states that to make your item memorable, make sure it stands out from their peers. But it actually doesn’t mean that the item needs to be better, all that is required is that it must be remembered in a positive way to stand out in the crowd.
When you are designing, sometimes the motive is to draw the attention of the audience to a fixed spot, even when there are different things around it. To do this, the designers usually use different, color or font or even play with the size.
For example; during writing the details and content on the website if you all of a sudden change the color of a word, it is likely that the user will remember that word for longer period of time. In the same way, while listing the specialties the brand is offering, like a desk, chair, table, couch, chipmunk, stool, dresser – it is likely that the reader will remember the word chipmunk more as it stands out as compared to other words.
3. Gestalt Principles
As per Gestalt psychology, elements are perceived visually in any relation to any other object. The human mind has actually an innate disposition to perceive patterns on a number of stimulus rules. Some of the laws as per Gestalt psychology are as follows:
Proximity: The law of proximity says that when certain objects are placed in a propinquity manner with each other, those objects are viewed as a group rather than an individual design. For example, in the logo of Unilever, there are a lot of objects that are forming the letter ‘U’ but the eyes recognize all the objects as a group making the letter.
Similarity: As per the law of similarity, all the elements that are grouped together will be perceptually considered as one object and crucial part of the same group. For example, in the logo of NBC, all the cones look similar and hence they are perceived as part of the group.
Closure: Law of closure states that when a shape is basically not closed or completed, they are still regarded as a whole image. They are perceptually close up that gives a feel of being completed. For example, in the logo of IBM, there are just straight lines but they give a complete image of letters ‘I’, ‘B’ and ‘M’.
Continuity: Allowing the eyeballs to flow with the harmony of lines is regarded as the law of continuity. It occurs when the eyes automatically move from one object to another without any problem. For example, the official logo of the Olympics, the objects (circles) creates a grouped visual as they are linked together.
Figure & Ground: According to the law of figure and ground, when the eyes notice an object as an object, it by default separates the object i.e. a figure from its surrounding area (ground). For example, the famous Rubin Vase/Face Illusion by Edgar Rubin in which the white spaces gives an illusion of a vase whereas the black spaces give an illusion of two silhouetted faces.
4. Visceral Reactions
Sometimes, you see an image or an interactive thing that appeal to your visual senses and you have no idea what is the best thing you liked about it? The image seems to just stop your eyeballs to wander anywhere else. Well, this is known as a visceral reaction, a reaction that simply comes right from the guts.
When as a designer you are designing for visceral reaction, it is crucial that the design leaves a positive aesthetic impression over the spectator. To achieve this, it is vital to understand that what your target audience believes is pleasing to look and what as per them is not good to look at all. For example, a beautiful scenic view of an exotic place, outlandish landscapes or even real-time happiness within images. For capturing the attention of the spectators, in visceral, design can be a wonderful photograph or a colorful imagery scene.
5. The Pure Psychology of Color
Different colors are associated closely with multiple feelings or thoughts, which if the designers properly incorporate in their designs can easily provide a competitive edge from the competitors. The designers are required to complete an in-depth analysis of colors before using them on their websites.
Color: Blue – Reflects calmness and a sense of honesty and trustworthiness
Example: Facebook, one of the leading social media platform uses a blue color scheme on their site. It depicts a sense of happiness with honest sharing of feelings with loved ones.
Color: Red – Reflects energy, love, and passion with boldness
Example: Coca-Cola, using red color to the brand itself. It depicts energetic feelings with the sharing of love.
Color: Orange – Reflects socialization, happiness, and affordability
Example: HubSpot, using orange color to brand themselves to encourage communication and helping customers with better communication.
Color: Yellow – Reflects an optimistic and logical attitude with confidence
Example: Bzzy, an app allowing auto-reply features and encouraging communication with innovative style and bringing confidence.
Color: Purple – Reflects creativeness, imagination with a sense of nostalgia
Examp0le: Kaleidoscope, encouraging communication with creative features that helps in quick file comparison with nostalgic behavior.
Color: Green – Reflects growth, natural and organic environment with freshness
Example: WhatsApp, helping in communication with loved ones promoting the growth of relationships and adding freshness to life.
Color: Black – Reflects luxury, the authority with sophistication
Example: 212 Supercars, a luxury car rental, and driver services have black scheme website reflecting authority to car riders.
Color: Multi-Color – Reflects playfulness, boldness, and boundlessness
Example: Google, has a multi-color logo depicting strong communication with boldness and providing knowledge beyond boundaries.
6. The Different Psychology of Shapes
Just like the colors, the humans also associate different shapes with certain emotions as well as characteristics. The psychology of the shapes depicts some characterizes that matches with users phycology.
Shape: Circles, Ovals, and Ellipses – Gives positive emotional message along with love, friendship, and unity
Example: The logo of AT&T’s circular logo that helps the brand in spreading the message of communication with unity.
Shape: Squares and Triangles – Refer to stability, strength, professionalism, power, and efficiency
Example: The logo of Microsoft has four squares in its logo whereas Delta has a triangle in its logo. It helps the users to feel strength, they feel positive to associate with the brand and ensures professionalism.
Shape: Vertical Lines – Shows aggression, strength, and passion
Example: The cloud shape logo of SoundCloud have vertical lines in it, it depicts creativity, passion, and strength when it comes to music and entertainment.
Shape: Horizontal Lines – Refer to tranquility and calmness as a community
Example: The Human Rights Campaign logo has two horizontal lines that depict peace, calmness, and tranquility spreading in the community.
7. Dual-Coding Theory
The human brain process the visual information 60,000X faster as compared to the text. Therefore the designers now prefer dual-coding strategy where they can deliver the message both visually as well as with verbal cues that helps the brain recalls the ideas faster.
While designing an illustration, the idea is to use design in such a manner that can help in the display of verbal messages. There are some color combinations that help in displaying your message with a broader perspective. With dual-coding, the concept of web designing enhances while attracting the users towards it.
Example: The primary colors such as red, yellow and blue are the colors that can never be created by the combination of any other color. The secondary colors such as green, purple and orange are made after mixing the primary colors. The tertiary colors made when primary colors are mixed with the secondary colors. Therefore in web designing, it is crucial to understand that when you are using primary colors only, never mix a secondary color with the layout, it will destroy the feel. It is better to use tertiary colors where the dual-coding principles lay perfect.
8. Cost-Benefit Analysis
Every design that is made by the designer goes through a process known as cost-benefit analysis. In this process, the cost is weighed to the benefits of the action that are required to be taken. If the cost outweighs the benefit, the action is discarded automatically.
It is the job of the designer to make sure that whatever the design is made must provide benefits that can outweigh the cost. This leads to the scenario where the content should be simple for the audience but still appealing enough to grab their attention.
Strategizing the content along with the design is one of the most crucial needs of a website that ought to be weighed by the designer. It is vital for the design to be sophisticated and attractive that grabs the eyeballs with easy to understand call-to-action forms for the perfect conversion of customers.
The designing requires skills along with a sane mind to evaluate and weigh the psychology of the target audience. If the site is not as per the mindset of the users then there is no point of having a website. If you think you are not able to apply the mindful ideas while targeting your audience in the correct way, you can easily approach to TransData for your web designing needs.
At TransData we have professional and experienced designers who can ensure customer-centric designs with the correct shape, color, and scheme setting to help your audience identify you as a brand in a constructive way. Be it UI engineering, professional visual designs or enhanced performance, we are always ready to deliver the intuitive design you only dreamt of.