Web design should cater to users first and foremost. So while innovating new concepts is good, it should not hinder users from feeling comfortable and safe when navigating your website. If your aim is to increase the conversion rate of your website, then you should understand what makes the user’s brain tick.
When a person explores a website, the brain usually uses a mental model that helps the person navigate around the website. Understanding how this model works will help you understand how to create a platform that will leave a lasting impression on the visitors to your website.
Use familiar patterns
The more a user interacts with the many websites available on the internet, he learns about the various patterns used by various website designers. One usually matches what they see with what they already know. So if you have a website patterned after something which is not commonly seen on the Web, then there’s a higher chance that the users will not know how to navigate around it. Confused users usually don’t take the time to learn a new pattern, so you will only end up losing them.
Minimise content word count
It is a known fact that web content drives web design and usage. It also sets the tone of your brand. If it’s not logical or in place, you will fail to build trust in visitors to your website.
Content should not overwhelm web visitors. In the modern world where people are always in a rush, not being able to get the desired information quickly is irritating and results in people moving away from your website. That’s why you should organise your content in a way that people could get the needed content promptly. Presenting too much or hiding some content will only backfire on your website as you’ll end up losing potential customers.
Pick appropriate typography
With the help of CSS3, designers now have access to thousands of typefaces; resulting in some confusion about which typeface to use. Web designers can make the mistake of picking the coolest typography without considering whether it will leave the desired impression on visitors. However, smart designers such as the website design agency Sydney know how to optimise a website’s typography; thereby optimising accessibility, readability, usability, and the graphic balance of a site.
Organise colour scheme
Several studies have proven how different colours can affect a person’s mood. You can use these findings to your advantage by picking the right colour scheme; thus, evoking the emotion you want visitors to feel when they navigate onto your website.
Strong shades encourage energy, pastel tones set a sense of serenity, warm colours show creativity, and greys present a professional tone. Whatever palette you choose, be sure to balance them out with neutral colours. Otherwise, you’ll end up with a cluttered site.
Make use of white space
White space is that area in a design that is without any content or visuals. White space usually helps in creating a cleaner design. If you cram your website with headlines, pictures, texts, and graphics, you only evoke a feeling of discomfort, chaos, or confusion. Tapping into a minimalist design will allow you to give your users a more immersible experience.
It is important to really understand the psychology behind web design, as this will determine whether users will avail themselves of the products and services on your website.