If you want to create an intuitive and effective user experience, understanding and applying design psychology and neuroscience must be part of your workflow.
We believe that the future of good web design lies in understanding how the brain perceives and processes information.
In this article, we will look at what principles are used to achieve a good user experience.
Design psychology is not simply a matter of aesthetics, but rather how certain designs and elements attract attention and evoke emotions and desired actions.
The human brain tends to be lazy and prefer easier and faster solutions, so the first impression is extremely important.
Studies show that people form their first impression of a website in just 50 milliseconds. This time is key and is decisive for whether the user will stay or leave the site. That’s why the design should be simple, leaving the main focus on the key elements, namely: titles, important buttons and images.
As an example, we can give the use of clear headers and high-quality images that convey the message of the site instantly.
The human brain works in two parts – automatic (System 1) and deliberate (System 2). Designs should be targeted and designed for the first way of thinking, where decision making is fast and unconscious.
This can be achieved by using intuitive navigation, clear icons, a familiar user path and clear instructions that do not require deep thinking.
For example, the user should easily find the buy button without thinking about where it is.
Cluttered interfaces strain the user’s brain and lead to cognitive fatigue. Minimalism and simplification create visual space that allows people to focus on the important parts of the site.
One of the best examples is Google. A clean, clutter-free search box that allows users to focus on the main action.
Colors have a strong influence on our emotions and attention. Playing with contrast correctly helps users focus their eyes on the important elements.
For example, CTA (Call-to-Action) buttons should be bright and with contrasting colors to attract attention and stimulate action.
An example of this is using colored buy buttons that immediately stand out.
The right color ratio also plays a key role. It is best to use 60% primary, 30% secondary and 10% accent. The accent color, although they are little like percentages, often attract the most attention of users.
More subdued colors help separate less important information. For example, the footers of the sites, which are often in neutral tones so as not to distract. This helps users focus on the most important elements and makes it easier for them to take action.
It is a technique where users subconsciously prepare for a certain action through minimal elements.
For example, the use of a “basket” icon at the top of the site prepares the user to finalize the purchase. These small but extremely important elements make the decision-making process easier.
By applying these principles of design psychology and neuroscience, a smooth and enjoyable user experience is wrapped in a towel.
We know how important these principles are and we thoughtfully apply them in our work. If you want your site to work intuitively and have increased engagement, CONTACT US!
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+359 882 011 010
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