Emotional Design: How To Use It On The Web and Landing Pages To Generate Clients

When you design a  landing page, it is normal to think about aspects such as typography, the description of the benefits, or the color of the call to action button. But have you ever stopped to think about what emotions your design is causing?

The emotional design is becoming a trend aligned with a fundamental truth of marketing: most buying decisions are not rational. We simply cannot choose the best product at all times, and we are guided by the subconscious much more than we think. Emotional design helps marketers leverage this reality to their advantage and generate more customers.

What is the emotional design, and why is it so important?

The emotional design is a branch within the web design that focuses on providing stimuli that elicit an emotional response in the viewer. In this way, the website generates more meaningful interactions with users and contributes to generating more conversions.

3 types or levels of emotional design :

  • Visceral design: visceral design refers to a preconscious level, that is, prior to thought. It would correspond to what we usually call “first impression” and that many times we cannot explain, that is, the perceptible qualities of the object and the feelings that they provoke in us.
  • Behavioral design: behavioral design refers to the most functional aspects of products and services; the objective is to optimize the effectiveness and quality of the experience. For example, within the behavioral design, we can see how new users and those who already have experience use a certain product and what reactions the object’s functional aspects provoke in them.
  • Reflective design: Reflective design is the most abstract of the three, as it refers to self-image, personal satisfaction, and memories. It is a timeless level since reflection can refer to both the past and the future. This type of design looks at the effects of behavior at a more practical level when a product has usability problems.

Why is emotional design so important?

The connection between marketing, images, and emotions is increasingly well known.

  • Images have a more direct connection to unconscious feelings and ideas.
  • Images have an immediate impact.
  • Images are perceived holistically and not linearly or sequentially.
  • Visual images are perceived (and partly processed) in a pre-conscious way. Therefore, they affect our impressions of people and places without our being aware of it.

The upshot of all of the above is that we can employ emotional design for a wide variety  of marketing purposes :

  • Overcome rational evaluations and defenses.
  • Foster a richer and more direct emotional experience.
  • Clarify goals and ideals.
  • Improve the sense of control and personal fulfillment.
  • Improve the capacity for conviction.

In short, the emotional design allows you to create and nurture the relationship with users to generate customers.

How to apply emotional design to your landing pages to generate more customers

1. Decipher the emotional needs of your audience

To use the emotional design on a landing page, the first step is to know what emotions have the potential to move your buyer persona to action. Let’s see some recommendations that Hubspot collects.

Each conversion is driven by a different emotional need, for example:

  • If you offer office productivity software, the emotional need you want to satisfy is stress control or relief.
  • If your product is yoga classes, it will solve emotional needs related to relaxation, well-being, and physical exercise.

In the end, most of us share a basic set of needs and wants, from fear to a craving for connection. For your web design to make sense, you have to start by asking yourself which of these emotional needs are most important to your clients and how they can solve them through your brand.

2. Use images with people.

As we have just seen, images are essential to establish an emotional connection. And within the images,  the most powerful to generate emotions are those that are centered on people.

The images with people attract us because they generate instant identification with other human beings. Our brain automatically recognizes the emotions they convey with their body and facial language, and inevitably our own emotions are affected by what we see.

Human beings are empathic by nature, and we tend to imitate other people’s attitudes and actions. If we see an image of someone showing a certain emotion, we feel that same emotion to some extent. For this reason, many brands take advantage of their landing pages to include images of people showing the emotions they want to generate in their audience, from a competent and in control professional to a madly in love couple.

3. Choose the colors of your landing page strategically.

The psychology of color has been studying the relationships between colors, culture, and emotions for decades. For example, we associate yellow with danger and fun, while blue relaxes us. Therefore, it is not surprising that color is of great importance in attracting customers.

Color is one of the most important elements in landing page design. To achieve the desired effect, my recommendation is that you study the values associated with different colors and choose the ones that are more akin to your brand. You can also look at the colors of brands of products similar to yours and wonder why they have chosen them.

In addition to the individual colors, you should also look at the possible combinations  between them:

  • Monochromatic ranges: a single color in different shades and intensities. It generates a clean and minimalist effect and does not tire the eye.
  • Complementary colors: two colors at opposite ends of the color spectrum, for example, yellow and purple. It is a combination that we find pleasant, but also strident, so it is recommended to create impact and attract attention to specific elements.
  • Triple gamut: three equidistant colors in the spectrum, such as yellow, green, and blue. It creates a harmonious effect and is quite bold, although not as bold as complementary colors, so it can be a good middle ground for your lead page.

4. Focus on the benefits, not the solution

In the end, users are looking to solve an emotional need. What matters to them is not the specific characteristics of your solution but also what it will contribute to their lives.

Therefore, your landing page should focus on presenting the benefits of your product or service in such a way that they resonate with potential customers. A simple but very effective trick is to include a list of benefits with bullet points. Remember to present them using emotional language, which connects with the user’s needs to solve.

5. Remember what the problem is

In marketing, we usually talk about “shaking the problem,” that is, reminding the user of the situation they want to solve or avoid.  This makes a lot of sense from an emotional design point of view, as pain and feelings are intimately connected. Both are processed in the same brain area and work together with the body to generate a response.

Pain demands an immediate response and generates much more emotional involvement than more objective or less urgent decisions. The good news for marketers is that you don’t have to feel the pain for this response to come up – you just need to remind the user that the problem exists. Afterward, we will solve the emotional need generated by presenting our solution.

6. Use emotionally charged words

Emotional design is not only in what we say but also in how we say it. Using emotionally charged terms helps us generate clients with our web design.

Choosing the right words depends on the emotion that we want to generate with our landing page (and that we have already defined in point 1). When we are clear about it, we can brainstorm synonyms and related words and find ways to include them in the texts on the web. For example, many brands use terms like “happy” or “carefree” to associate their brand with positive emotions.

Of course, remember that all great power comes with great responsibility: emotionally charged words end up wearing out with abuse, so use them in the right amount and always trying to align both with the images you have chosen and with the message—general of your brand.