Is your website design triggering the right user emotions?

In 1999, Antoine Bechara and his team conducted groundbreaking research on the connection between emotions and decision-making. Their findings revealed that individuals with damage to the brain regions responsible for processing emotions found it incredibly difficult to make decisions. This research highlights a crucial element that many small business owners may overlook when designing their websites—emotion plays a key role in the decision-making process. It’s not just about what your website says, but how it makes people feel.

Think of the websites that truly left an impression on you. Chances are, those websites didn’t just deliver information—they made you feel something. Whether it was excitement, trust, or curiosity, these emotions are what drive user engagement and ultimately lead to decisions such as signing up for a newsletter or purchasing a product. The visual and emotional impact of your website is critical, especially for service-based businesses, where trust and connection are vital to winning over clients.

Research shows that 94% of first impressions are design-related . The look and feel of your website can trigger immediate emotional reactions, which directly affect user behaviour. For instance, poorly designed websites that induce frustration (e.g., hard-to-read fonts or cluttered layouts) often lead to higher bounce rates and missed opportunities for conversions. SO, let’s dive into some actionable tips on how you can use web design to evoke the right emotions and encourage users to take action.

Optimise your font for a positive experience

Font size, style, and readability play an integral role in how users feel as they browse your site. Small, hard-to-read fonts can frustrate users, making them frown, squint, or even give up on reading altogether. According to Bechara's research, this negative physical response can lead to a lack of decision-making.

To prevent this, ensure that your website fonts are easy to read, with a minimum size of 16px for body text. Serif fonts like "Georgia" are known for being traditional and evoke feelings of reliability, while sans-serif fonts like "Arial" are modern and simple, giving a clean, approachable feel.

Leverage colour psychology to evoke the right emotions

Colour is one of the most effective ways to influence emotion. Different colours trigger different emotional responses: blue often signifies trust and calm, while red can evoke excitement or urgency. The key is aligning your colour choices with the emotion you want your audience to feel.

For example, service-based businesses like consultants or therapists may benefit from softer, calming colour palettes like blues and greens, which promote feelings of trust and relaxation. Conversely, businesses in the fitness industry may use bold reds or oranges to evoke energy and motivation.

Use imagery that evokes connection

Images have a powerful ability to evoke emotions instantly. Whether you’re using stock photos, team images, or showcasing your products, the imagery on your site should reflect the emotions you want your users to feel. Avoid using generic images that don't resonate with your target audience—focus on authentic, high-quality visuals that align with your brand values.

For instance, images of people smiling, using your services, or showcasing real-life scenarios create a sense of trust and relatability. Emotional connection is especially crucial for service-based businesses like beauticians, consultants, or photographers, where trust and personal connection are essential.

I was recently checking out Virgin experience days and their homepage banner shows this perfectly. Their imagery all shows people who are happy, smiling and laughing to convey a clear enjoyment with their experience.

Virgin Experience Days banner

Create emotion-driven CTAs (call to actions)

Your website’s call-to-action buttons are key decision points for your visitors. The design, wording, and shape of these buttons can trigger different emotional responses. Rounded buttons, for example, feel more approachable and friendly, while sharp-edged buttons might feel more direct or urgent.

Additionally, action-oriented CTA phrases like “Get Started” or “Join Us” evoke excitement and invite users to take action, while words like “Learn More” might feel more passive.

Shape your layout for emotional flow

The structure and layout of your website should guide users smoothly through their journey, creating an intuitive and enjoyable experience. A cluttered or chaotic layout can overwhelm users, while a clean, balanced layout promotes calm and ease. Using plenty of white space helps avoid overwhelming users, while clearly defined sections can give a sense of structure and organisation.

Is your website design conveying the right emotions?

Understanding the emotional impact of your website design can be a game-changer for your business. If you're ready to transform your website into an emotionally engaging tool for your business, get in touch with us today. Let's create a website that not only looks great but also drives results.