Web design is a critical component of any business’s success. In fact, nearly 50% of people list it as the single most important factor when judging the credibility of a business. That’s no small statistic. So you should be using every tool at your disposal to make the right design choices. One of those tools is neurodesign – a design approach that is informed by psychology. When creating your website, be sure to consider the psychological implications of the following:
Information>> A website is meant to inform, so it’s critical you provide all the information that a prospective guest would want to know about your property. That being said, try not to go overboard. Too much content is overwhelming for users and will likely evoke feelings of stress. Be informative but concise. Your guests will appreciate being able to quickly find the answers they’re looking for.
Trust symbols>> Certain website elements automatically inspire confidence in online users. You should be including any trust symbols you can (think hospitality awards) to ensure the quality of your property is immediately sensed. This is also true of social media icons. When users can see that a company has multiple marketing channels they feel more confident in the company’s legitimacy.
Organization>> The organization of your website sets a tone for your business as a whole. If the layout is messy or information is hard to find, users will feel a sense of frustration that they’ll associate with your property. All content should be organized in a clean and intuitive way. When a user first opens a website, they expect to be able to immediately determine the purpose of the site as well as the navigation options. Don’t disappoint them.
Spacing>> Attention spans are getting shorter and online users need to find what they’re looking for quickly. Break up text into easy to read chunks, so they don’t have to dig through paragraphs for the answers they require. And don’t be afraid of negative space – it serves as a visual resting space. Without it, the cluttered and cramped feel of the webpage is stressful for viewers.
Color>> The psychological effects of color should also be considered when designing a website. Think about the feeling you want to inspire in a viewer and choose the appropriate color. Green is typically associated with nature and optimism while blue creates a sense of calm and loyalty. Black, on the other hand, is often associated with luxury. Whatever you choose, be sure to use neutrals for the majority of the space (with colorful accents) to avoid overwhelming users.
Typography>> The typography you choose says a lot about your company culture. Serif fonts are typically used to convey professionalism and tradition while sans-serif fonts give your website a more modern and informal aesthetic.
The design choices you make have a psychological effect on users. Everything from the amount of information, to the spacing between content to the font you choose, says something about your property. So make sure it’s saying what you want!
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