With a web browser full of tips and tricks for a successful website, knowing what information is accurate can get overwhelming. This is especially true because everyone claims to have the best, simplest, and cleverest tricks that you need. How can you pick which tips to follow? When in doubt, we always think science is a great place to look for answers. And web design is no exception!
Did you know that there's a science to attracting and converting clients? That's right. When it comes to creating a website that your audience will love, psychology is everything!
The key to keeping the clients that you want lies in these four areas:
Color
Use of Space
Fonts
Visuals
With an understanding of these elements and a little awareness of human psychology, you can improve engagement on your website and set your Squarespace website up for success.
Color
The psychology of color is a well-documented area of psychology and marketing. So, why is color so important? For a few reasons, actually. Effective use of color improves:
Brand Recognition
Emotional Appeal
User Engagement
Brand Recognition
Color is the first thing that people notice when they see your site. In fact, color can increase brand recognition by up to 80%! That's why it's essential to choose colors that reflect your brand personality and appeal to your target audience.
Here are a few quick tips about using color to create a persona for your business:
Warm colors (red, orange, yellow) are exciting, fun, and stimulating.
Cool colors (blue, green, purple) are calming, trustworthy, and stable.
Neutral colors (black, white, gray) are sophisticated and convey a sense of luxury.
Emotional Appeal
Not only do your colors communicate the tone of your business and website, but they can also evoke different emotions in your audience. When selecting the colors for your website, it's essential to consider how you want your audience to feel when they visit your site. Do you want them to feel inspired? Relaxed? Excited? Choose colors that will create the desired effect.
It's also important to consider how much of a color you are using. Take yellow, for example. Yellow is bright, light, and happy. However, it can feel overstimulating in large amounts and lead to irritation -- not the feeling you want your audience to get! So it's probably not the best option for your background color. But because it is stimulating, it's an excellent choice for drawing attention to important notes or call-to-action buttons.
Here is a brief rundown of how different colors make people feel and when to use them:
Red - Known for creating appetite or urgency, it's a terrific choice for restaurants. It's also a common choice for clearances or areas on your website where you want people to act quickly.
Yellow - Known for being warm and inviting, this is a common choice in service industries. You'll also see it in retail window displays or areas on a website that you want people to gravitate toward.
Blue - Known as a color that feels trustworthy and efficient, you'll often see this in corporate businesses like airlines and medical practices. The calmness evoked is perfect for environments where you want people to feel confident in you.
Purple - Known for communicating wealth and respect, this is commonly used for beauty products. It appeals to creative minds, so it's a perfect choice for companies that are unconventional or geared toward a younger market, such as teenagers.
Orange - Known for creating enthusiasm and happy, exciting energy, making it an excellent choice for creative industries that rely on emotional purchases and impulse buys.
Green - Known for creating feelings of growth and harmony, this is a good choice in eco-friendly companies or products. It's also a great choice for putting people at ease, perfect for the health and beauty industries.
Pink - Known as a classically feminine, youthful color, this is commonly used in teen brands and fashion. Use it to create a general feeling of wellness and youth.
Black - Known as a powerful color, this is most commonly used in luxury brands. From art to music to fashion and beyond, this color creates feelings of luxury and authority.
Color psychology is a great starting point for creating your brand colors based on how you want your audience to feel.
User Engagement
Effective use of color can also improve user engagement. Studies have shown that users are more likely to stay on a website if it is visually appealing and easy to read. The right colors can make your site more legible and easier to navigate -- two essential elements of a successful website.
The right colors can increase the likelihood that a user will take action on your website, such as making a purchase. While there is no magic formula for choosing the perfect colors for your website, this knowledge can help you make informed choices that appeal to your target audience.
Use of Space
In web design, whitespace is just as significant as the color itself. The way you use space on your website can impact the way users interact with your site. For example, if you have a lot of small text and little whitespace, users may feel overwhelmed and less likely to engage with your content. On the other hand, too much whitespace can make your site feel cold and uninviting.
Finding the right balance of color and whitespace is essential to creating a successful web design. Use color to guide users through your content and create visual interest, but be sure to leave enough whitespace to keep things legible and easy to navigate. With a bit of trial and error, you'll be able to find the perfect combination for your site.
You can try this out on your Squarespace site using large images or full-width sections to leave plenty of room for whitespace. Similarly, color blocking is another way of using space in your designs. By containing your text and images in blocks, your site will look organized and sleek. You can also guide users through your website by using well-placed pictures and text in the blocks.
Fonts
The fonts on your website play a big role in your site's overall look and feel. Like colors, fonts can convey different messages to your audience and evoke emotions. Fonts can be playful, professional, modern, sleek, and more -- it all depends on your selection. It's also important to note that you don't want to use too many fonts on your website. If you do, it will look cluttered and make it difficult for users to read your content.
Here are a few tips to get you started on the wide world of fonts:
Serif fonts are often seen as traditional and formal. They are associated with respect, reliability, and comfort.
Sans-serif fonts are seen as modern and clean. They are associated with stability and a clear objective
Script fonts are seen as elegant or creative. They are associated with affection, luxury, and imagination.
Modern fonts are seen as strong or chic. They are associated with progressiveness and style.
Display fonts are versatile. They are friendly, amusing, expressive, or unique and are used to liven up the page and bring something extra.
Visuals
A picture is worth a thousand words -- and that's a big deal when you have limited space for words like on a website! Quality images are crucial for a well-designed website -- but that doesn't mean you should go overboard. A few high-quality photos are better than a bunch of low-quality ones. In fact, research shows that the constant influx of visuals we often experience can dull our senses and cause feelings of numbness.
To avoid this on your website, be picky when selecting photos for your site. Consider the mood you want to create. Bright, light images can make a website feel friendly and approachable. In contrast, dark images can give it a more serious tone.
You should also consider the placement of your images. Placing an image next to relevant text can help users understand your content. Placing it above or below can give it more emphasis.
Now, what?
At this point, you may be feeling a bit overwhelmed by that influx of information! So what's the takeaway? It's simple: Design for people.
Take some time to think about your audience and what they want from your website. Use the psychology of web design to create a site that's not only visually appealing but easy to use and understand. With a bit of effort, you'll be well on your way to creating a successful web design.
Now, I have some great news. You don't have to do all of this on your own! In fact, as a Squarespace Expert, I can help you get your site going in no time. I have the perfect fit for your business, from custom builds to well-designed templates. So, let's schedule a call! We can discuss your business needs and develop an approach that's perfect for you.
Feeling stuck or overwhelmed?
As a Squarespace Expert, I can help you navigate the world of Squarespace design. Book a free consult with me to learn more about custom website builds and my customizable Squarespace templates. I have something for every need and every budget!
You can also jump into your website build with my FREE Website Project Planner: https://alexedwards-design.com/website-project-planner.
The Website Planner is the crucial tool I use on EVERY site I create. Use it to:
Get clear on your goals.
Identify your ideal client.
Stay organized and on track with your website build.
♡ Alex E.
HI THERE!
I’m Alex, your Squarespace Expert web designer
I’ve designed over 50 websites incorporating strategic design choices to create a seamless customer journey. I take pride in learning the ins and outs of my client’s businesses, empowering them to build a lasting impression with their audience and deliver on their goals.
