The purpose of emotional web design is to focus on developing products that invigorate and reflect adequate emotions to create a good experience for the customer. However, to do this, product designers take into account the link they can create between customers and the products they use, and the emotions that can surface because of using them.
The positive or negative feeling a particular product or service elicits can fundamentally influence the overall perception of the said products/services in the minds of the users.
There is entirely no doubt emotions play an integral role in human capability to comprehend, absorb and learn about the world. Satisfactory or positive experiences capture our curiosity and drive us to learn more while bad experiences are stepping stones for not repeating the same mistakes.
There are three stages in emotionally connecting a user with any object: visceral, behavioral and reflective. A product designer or an organization must consider all three phases and address each one of them in anything they manufacture and market. They have to address these elements of the human cognitive capability to harness an appropriate emotional response and to give birth to a positive experience.
A satisfactory experience can include a variety of emotions such as sheer joy, relief, trust, and pleasure. While negative emotions may consist of annoyance, anxiety and fear – for example, a console game such as Silent Hill PT (a horror video game).
In simpler words, small businesses require a target customer base to commit to a trusting and loyal relationship with. Web page views, subscriptions, mail list signups, and product buying are all contingent on this essential engagement.
However, to make sure that happens, you need to show your customers that you value their relationship above all else and that they can put their trust in your organization for a greater result – which is forming an emotional connection with them. That is where you turn a potential customer into a sales lead, then a repeat customer, and finally a loyal customer.
In addition, let’s not forget that you too are a consumer and have become attached to online shopping experiences ideally designed for you. Sure, you don’t necessarily have to be a web or graphic designer to understand what looks great, what doesn’t and what can be more rewarding in terms of aesthetics. Take Apple for example, just one look at their marketing, their ads and the final product that is about to be launched and people are already sold on the merchandise.
Conversely, if the aesthetics and visuals of your website or products don’t come close to being visually attractive and come off as mundane or monotonous, you will never be able to form a relationship of trust and value with your target audience.
The majority of small companies and startups are now focusing their resources on developing a brand personality – incorporating story into the website they create. What this does is elicit a robust emotional reference from any visitor. You would be amazed to learn how combining personality and your strive for excellence can pump life into a dying brand or a dull corporation. The key is to relate to your demographics.
The most beautiful thing about emotional design is that resources (or a lack of them) don’t limit it. This means any business from startup to small and medium-sized e-commerce companies can embark on this journey to create value from the get-go, just by incorporating a genuinely invigorating and legitimate story.
Since the era of marketing and advertising began, expert marketers and advertisers have integrated human emotion to market products and sell them to garner trust. You will notice how great commercials always sell you some feelings and emotions before selling you the product - they market the idea of it more than promoting the product itself.
Take the famous Chipotle brand, for example. The significance of their scarecrow reaches far beyond just selling their delicious burritos. It is a rollercoaster of emotions and hard work – and that is what sells the most. At the core of marketing any product, emotional design plays an instrumental role of empathizing with the audience. Great product and website design always focus on putting the target audience first before anything else – before your mission as the company's boss or the long-term objectives of your business. Do that and you won't have to worry about people spreading the word around.
The smartphone applications you use on a day-to-day basis or the websites you surf aren't just about user-friendliness and functionality – not anymore. What they are and should be about is eliciting a genuine emotional response from the people visiting them or using them.
There is no question that human beings are emotional and curious beings. We love to interact, seek, discover, finding memorable items or elements that appeal to us – but we also like things that are responsive and invigorate user-friendly engagement. People are always seeking ways to quickly, seamlessly and effortlessly connect.
However, the question is - how do you implement a precision-based emotional design strategy? Well, that is simple. Take a look below:
Businesses use a variety of software, such as Trello, MailChimp, and Intercom to categorize, simplify and complete project related tasks or to streamline communication and increase operational efficiency. It is essential to understand that feeling content with doing something does not necessarily have anything to do with completing the overall project or milestone. Just merely transferring a couple of files from your to-do list to a completed folder can inspire productivity and enhance motivation. Look at how Cow and Gate does it.
There is no doubt products can drive happiness and pique interests – only when the target customer can immediately check the product out. When launching a website, always make sure that your target audience will be able to get an initial sense of what you are offering and interact with your items online. However, it is also important to understand that this strategy may not work for physical products. Remember, interaction with any product will always drive an experience.
Personalize pop-ups and try to entertain your target audience every step of the way. No matter how professional or casual you are with the tone of your website – you have to make your audience feel relaxed. MailChimp can be a great example here.
Human emotions are powerful elements that can determine the success or failure of what you offer and have the power to get your point across the entirety of the globe in a matter of seconds. They can motivate, turn into a bond and enhance your image across the internet.
Understand that functionality has taken a backseat today. Now your website mustn’t just be functional – it has to inspire, it has to relate to the experiences of your target demographic and elicit a positive emotion.
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