As designers, we take advantage of everything in our power to create designs that are attractive and beautiful for those who observe it, and psychology is one of the most important allies that designers have since with this knowledge, we can create visual messages that easily convey the desired idea.
That is why today we will talk about the importance of psychology when designing because if we take advantage of it, we will have a stronger impact on consumers through our designs.
Caring for design is a complicated task, but there are things we can do and thus achieve the greatest amount of benefits, and one of these things we can do is understand how the subconscious of people works.
The behavior of people can be variable but still understandable, and whoever designs a company or brand must take into account aspects such as colors, shapes, and typography to be more likely to succeed with their designs.
The importance of color in web design is often overlooked. Whether you are talking about they header for your page or your “Buy Now” button on an eCommerce site, color is a subtle and powerful way to steer consumer decisions.
It is no secret to anyone that colors have the power to provoke emotions, both positive and negative, and according to certain studies, the fact that a person chooses one product over another depends on color, now let’s look a little more about them:
- Yellow: it is a warm, cheerful, and optimistic tone.
- Red: causes strong emotions, and is related to love and passion, also increases appetite; but it is not good for concentration tasks since it is related to danger.
- Green: it is related to nature, tranquility, money, and health; a light shade of green produces calm.
- Blue: it is the favorite of men; it is related to calm, serenity, and productivity, so it is used in offices. And it also evokes security and trust, for this reason, it is used in insurers and financial institutions
- Purple: Loyalty, well-being, success, and wisdom.
- Rosa: reassures and evokes love.
- White: transmits purity, innocence, and emptiness.
- Coffee: transmits confidence and practicality.
- Orange: conveys enthusiasm, emotion, warmth, attracts attention, and causes joy.
Depending on the forms that predominate in our design, the message we wish to convey will be positive or negative, now take note of these tips:
If the form that predominates in your design is the circle, you will transmit protection, innovation, and perfection to those who see it.
If the square predominates, you will give a sign of strength, order, and stability; but if the rectangle does, it denotes resistance.
If the triangle is not rotated, denotes vitality; the hexagon transmits intelligence, but the pentagon transmits harmony.
Obviously, the typefaces also influence how your design is perceived, for example, an angular, serrated typeface, transmits aggressiveness, intensity, strength, and leadership.
Fonts are especially important on ecommerce sites, and something very few ecomm folks think about. You can read more about the importance of fonts here.
If you use a rounded and smooth typeface, you convey the idea of modernity and delicacy.
And if you use cursive and handwritten fonts, you will denote the idea of feminism and informality.
Of course, this is not something absolute, since the way in which we perceive things depends on each one, but these are points that act in the subconscious of each person, so even though who looks at the design has no idea, this can influence the way you perceive it.
Be sure to check out our article: 5 Keys To An Effective And Functional Web Design for more useful tips.