Creating a great user experience (UX) is all about stepping into your users’ shoes. While empathy is crucial, understanding and predicting how users behave can be even more powerful. That’s where psychology steps in! Knowing the science behind why people make certain choices allows UX designers to create more intuitive, user-friendly designs.
Psychology helps us get a better understanding of how users interact with digital spaces as well as highlights common mistakes for designers to avoid. Knowing a few key psychological principles can totally transform the way you design a website, and make it so much more effective. Explore a few basic psychology principles for UX design and see how understanding human nature can make your website worlds more engaging!
Where UX Meets the Human Mind
The Comfort of Familiarity
People love things that feel familiar. Just think about it. Why do you think we often order the same coffee or buy the same brands? This instinct is known as the mere-exposure effect, meaning that we’re naturally drawn to things we’ve seen before. Familiarity creates a sense of safety, which is great since our brains interpret new or unfamiliar things as potential risks.
In UX design, using this concept with optimal success requires balance. Familiar elements, like standard icons or easy-to-recognize navigation, make users feel at ease. However, you also want to sprinkle in some novelty, like a fresh animation or unique color scheme, to create excitement without making users feel lost. When designing, think of it as blending something old with something new to keep users engaged and comfortable.
Consistency is Reassuring
Much like a solid daily routine, consistency is very valuable in UX design. This is because it provides a sense of order. Imagine a site where elements like scroll bars, buttons, or layout are in a constant state of change. Stressful much? Not only are constant changes in design disorienting, but they can stress out the neocortex of our brains. This part of our brain is in charge of seeking out patterns. So, if a design flows predictably, users can focus on absorbing information rather than re-learning each page.
Recommendations for UX Design Consistency:
Stick to horizontal layouts for smoother reading flow.
Use color contrasts sparingly to add emphasis without overwhelming.
Limit yourself to two or three fonts to maintain a clean and organized feel.
Shapes, colors, and even whitespace contribute to a “visual language” that users understand quickly. When users recognize patterns, they feel reassured and can better absorb the information you’re sharing. In simple terms, consistency keeps users happy!
Give Them a KISS
We had you there for a second, didn't we? Actually, we're talking about the old adage “Keep it Short and Sweet.” This saying couldn’t be more relevant to UX. People tend to scan rather than read thoroughly, which is why presenting information in concise, digestible pieces helps users move through content without getting frustrated.
Ways to Apply KISS in UX:
Use active voice for an engaging tone.
Keep sentences under 20 words.
Include punchy headlines and short paragraphs.
Avoid overwhelming users with walls of text.
Each phrase or bit of text on your page should lead users to a clear next step. Tools like Google Optimize or Optimizely can help A/B test content to refine it further. Remember, the easier your website is to follow, the more users are likely to stay.
Tap Into Their Emotions
Emotions are powerful motivators. In fact, research shows that 86% of consumer buying choices are influenced by emotions. Consider this when designing your website and use images, colors, and layouts to evoke feelings. An image of a runner finishing a marathon on a sportswear site, for example, can spark an emotional response, helping users envision their own success and creating a sense of connection.
Create an Emotional Connection:
Choose images that tell a story or create a mood.
Think about how color can evoke feelings—like green for growth, blue for calm, and red for energy.
Align images with the emotions you want your users to experience.
People remember how a website made them feel. Remember to design with emotions in mind to foster a positive, lasting connection.
Formatting for Memory
Ever notice how we remember the beginning and end of conversations? This is the primacy and recency effect in action, which suggests we retain the first and last pieces of information the best. In UX, this means putting critical information at the beginning and end of your content. Make your headers strong and place calls-to-action at the end, reinforcing the information you want users to remember.
Strategic Formatting Tips:
Start with a compelling introduction.
Place important details or calls to action near the end.
Use bold fonts or color contrasts to make key points stand out.
By carefully positioning information, you improve the chances of users retaining it. As a result, their journey through your design is more impactful.
The Power of Visual Othering
When something stands out, it draws attention more easily. In psychology, this is known as the Von Restorff effect. Using contrast in UX design can be a powerful tool, highlighting buttons, CTAs, or other important elements against a simpler background.
For example, a bright yellow “Get Started” button on a predominantly black page naturally pulls the eye. Although, you should use this sparingly! Too much contrast can dilute its impact and make the design feel cluttered.
How to Use Contrast for Impact:
Use bold colors only on priority elements.
Avoid too many competing focal points—reserve contrast for what matters most.
Experiment with color combinations to find a balance that’s visually pleasing and effective.
Use the Mind to Improve Your UX Design
Psychology is a great tool for anyone looking to build a website with user-centered design. With an understanding of human behavior, you can anticipate user needs, creating an experience that’s intuitive and enjoyable. From familiarity and emotion to memory and visual focus, psychology offers insights that elevate your UX design.
Engage users’ minds and senses, and you’ll create a website that’s not just functional but also unforgettable! We hope you embrace these principles, and let the psychology of user experience guide you toward designs that users will love to explore.
Want to design a super user-friendly website? Social Society can help! From UX design to search engine optimization and more, our team can help boost your brand’s online presence. Book a one-to-one consultation with Josie today!
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