Due to the huge number of website on the
web, emotion is becoming a powerful tool to build a great experience for users.
Until now, procuring emotion through a website was not essential, but things
have changed and competition is always more intensive.
An interesting design includes an
emotional experience and will make visitors remember the concerned website.
This emotion also allows giving a more human function and qualities to the
website and is now considered as the key to the full potential of today’s web
design. This emotion will encourage them to share the content make decisions
quicker and pay money more confidently. Implementing emotion on its website
brings huge benefits as sales, conversions, regular customers, donations, or
finally traffic.
A performing and well designed website
will
o
Appeal
o
Catch users attention
o
Be effective
o
Allows users finding what they’re looking for
o
Procure fun to use
o
Be memorized by users
Who is it for? What are the activities
and functions within? In what context will your website be visited? Upon this
preliminaries studied, you can start the web-design and make a website which
perfectly target your potential customers. On a great and performing website,
customers can guess the image of your company, its values and its visions.
Through a website, you can provokes the
following emotions:
- · Trust: In order to increase the trust index of users, it’s interesting to let the access to the portfolio & testimonies, describe the company with a persuasive text, adjust the design with the appropriate color and tones… Trust is largely the most powerful emotion that motivate user to come on your website.
- · Happiness… A website has to bring the user into its “world” and values. Inserting pictures with smiles is an interesting way to transmit the happiness. This is used in many sectors as travel websites, charity projects, and automotive industry websites…
- · Empathy: This emotion is very used by charity companies. Here, they will put touching pictures and stories. By this way, visitors will be impacted and be never indifferent to the concerned cause.
- · Surprise: It can be discount, arrival of new products or services, which answer customer needs. The objective of this emotion is encouraging users to take quick actions.
A website which procures emotion will
satisfy users, and offer them an experience. It will procure the need to tell
their experience to their entourage. At least, these users will become
ambassadors of the brand, even if they didn’t purchase.
The objective of building emotion on a
website is clear, it’s building a relationship with users, impact their mind,
win their loyalty and make them coming back. Nowadays, many companies as Apple,
Louis Vuitton pay a lot of attention to create a great story telling and give a
strong personality to their e-platform. At least, visitors are impacted and
feel emotion.
Elio NICOL
Denys SAISSE
References:
http://www.instantshift.com/2014/09/18/emotions-in-website-design/
http://www.onextrapixel.com/2014/03/10/the-use-of-emotion-in-web-design/
http://thenextweb.com/dd/2014/02/25/importance-emotion-design/
http://www.smashingmagazine.com/2012/04/building-emotion-into-your-websites/
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