Web design is moving more and more towards the area of emotive design. This is a form of web design that is aimed toward speaking to people's emotions and creating certain feelings, impressions about a site, as well ensuring it reaches out to them on an emphatic level.
This bespoke web design is done through a number of calculated actions and on a number of design levels from the basics, to the content, to the photos.
As humans certain things tickle our emotional and other responses and emotive design aims to speak to those responses. One of the central ways a site does this is through the colours it uses. Certain colours evoke certain responses.
More colourful sites with bright colours will give an impression of fun whereas for a professional approach blues, greys and blacks work to give a more austere and competent response.
Fonts are also very important. Comic book fonts create the impression of fun and more traditional fonts such as Arial say more serious things. This approach is true for everything from these factors to the lines used on a page.
Content is also king, and the way a site phrases its message is also something that is a very strong emotional trigger. Sites can create an austere demeanour or a fun and frolicking impression through the use of language.
When all these factors come together they create that initial gut feeling that is so important for a business to get right when it creates a site. Well designed websites create that first impression and if they are appropriate they register and impression of quality and give the sense of a product being excellent and working well.
One of the other wonderful things designers have been taking advantage of is creating websites with personality. The personal approach, which allows designers to speak through humour and creates empathy, is one that is a far cry from the stuffy approach of yesteryear. This approach is very popular with low cost web design companies, as well as the higher end ones and works well at getting a message across and also making a company more likable in the customer's eyes.
It is increasingly the case that a web design company is the portal through which a company opens its eyes to the world, so hiring one with a fundamental understanding of this form of emotive web design is central to a company's success.
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