We all are savvy designers and digital marketers here.
We use dozens of tools to unleash creative decisions; Google's every word sets our hearts aflutter, and we scour trends to create beautiful websites for higher ROI.
We realize that content is king, trying to create copies visitors would give a damn about.
Wanna join that 10% of unicorns with sky-high conversion rates? Don't underestimate the combination of visual and textual details, central to your website ranking.
And keep on reading.
You know that 93% of all communication is nonverbal, and 65% of people are visual learners bumped by content shock and, therefore, concentrated on images to fall under the impression and initial attitude towards your brand and message.
It's the case when nice dress helps to impress, so the more's the pity to meet a kind of that online:
Yes, in 2017! Sorry, Suzanne.
Have you ever thought why orange is one of the most popular colors for CTA? Warm and bright, it influences emotions and affects actions, inviting us to click.
The psychology behind colors is crucial for marketers to understand because a website palette can help to stand out as well as negatively change the impact of your message. Use colors consistently, and you'll be able to influence consumer behavior and decision making.
WishPond increased conversion by 14.5% after they changed the CTA button color to yellow from green. Also, a 60% increase in conversions appeared after they made two links contrast from one another with color.
Fancy that, huh?
Here go psychological impacts hidden behind main colors:
Thank you, Help Scout, you are awesome!
Another thing to consider is the contrast between a website's background and text. If too little, it becomes exhausting to read, frustrates visitors, and stirs them into leaving your page.
With no less than 5:1 color-contrast ratio working best, try instruments like GitHub to choose and adjust it to your website.
With that said, do you still ignore web typography and take the liberty of losing visitors simply because they can’t visually perceive your content?
To hit your marketing message over the fence, learn the psychology behind typography to choose the font that would evoke required emotions and associations from your readers:
Another fundamental detail is a font size.
Ted Hunt shares the psychology of font choices at Crazy Egg.
All these manipulations with sizes and colors improve the reading experience, make your brand recognizable, create a sense of trust, and help people feel like they've made the right decision when choosing you.
So does the shape of logos and other visual elements at your website.
Human brain responds to shapes in different ways: circles mean love and unity, triangles signal about strength and professionalism, and vertical lines scream about aggression. To elicit particular emotions and associations from the audience, to infer particular qualities about your brand, and to imply required meanings to your marketing messages, pay attention to what your designers do.
Words are virtually the only yet powerful weapon of creating sales copies: one wrong lexical item can kill your conversion efforts and turn potential leads away.
In lieu of reckoning with certainty on scanning, diagonal, and F-pattern reading in hope readers don't give a damn about words, optimize your web content with the psychology of decision-making in mind.
The sooner visitors find target information at the website, the better are chances they will do a required action. To help them, use simple, short, and structured texts that are keyworded and hyperlinked.
Words you use in textual elements, as well as tricks you follow to design them for better navigation, enable to grab visitors' attention and shorten its spans. Consider the Reticular Activating System (RAS) to succeed here.
RAS is a filter sorting out what is important information for us. It monitors everything in the environment and makes people subconsciously decide whether a particular stuff is worth attention or not. Also, RAS sends signals to brains when noticing changes related to our names, physical needs, self-made choices, and emotions.
Also, we pay more attention to stuff that is new to our experience. Known as the principle of novelty, it can help you with marketing endeavors.
To keep visitors' attention sustained and get as many people as possible to read your content, ensure to present novelty every now and then because it appears to be an essential need of human mind.
More tricks needed? Jeff Bullas' blog can help.
Captured by visual elements, people start reading sales copies as well as informative/educational/entertaining blog posts at the website. So it's high time to worry about your content, its consistency, clarity, tone, and voice.
Both design and content are instruments making our campaigns persuasive, and their combo is a powerful tactic to yield the desired outcome. So why not redouble efforts to make your website sparkle and your conversion rates – skyrocket?
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