Human beings from all corners of the world are predominantly influenced by emotions while making decisions, especially when it comes to buying. If a particular product or service brings smiles on their face or if they feel emotionally connected, then only they would contentedly pay for it. In this borderless web world, websites are the ultimate sales channel where business takes place across the boundaries. Now practically, it is not viable for the salespeople to persuade the potential customers, around the globe to engage in your business. Thus like human sellers, you need to inject soul and emotions in your website to get connected with the people.
More than creatures of logic, human-beings are creatures of emotion, hence emotional branding is a dynamic way to evoke sentiments and feelings of the users which eventually leads to superior user experience. Websites which infuse emotions in their designs to communicate the brand’s message booms with more customers. The humanized interactions make the websites exceptionally powerful and result in amplified sales.
The connection between human feelings and emotional designing can be explained in 3 levels.
Intuitive/ Visceral level:
In this level the visitors develop their first impression for the website which is achieved by the look and feel. Visually pleasing design is a major factor to attract the visitors. Generally, travel and tourism, restaurant or entertainment business websites incorporate visual emotions to make the design attention grabbing. Visceral approach has such a strong impact that, just by taking one look, people would desire to buy the product.
Behavioral level:
What is the use of a website that just looks enchanting but does not perform well? Functionality and performance is what matters in this level. If a person gets charmed by the look of the website, he would expect to get awestruck by its performance too. Therefore to stir up positive emotions, apart from appealing appearance, the web designer should concentrate on flawless functionality too. Smooth functionality ensures to convert the visitors into happy customers.
Reflective level:
Here is where major interaction takes place between business and visitors. In this level the business communicates its message and endeavor to build connection with the users. It reveals about the company, about its product and services. Minor flaws can destroy the entire impression built till now. Your message should reflect honesty then only the visitors would get emotionally connected with your brand. Customer service is also counted at this level, it should either evoke positive or negative emotions, therefore handle with extra care.
What kind of emotions should be triggered?
Of course positive emotions should be your prime focus but websites of different niches should evoke different kind of emotions. For example, children’s website should be bright and cheerful; restaurant website should look romantic and soothing or even mouth-watering and tempting. On the other hand if your website is promoting any noble or social cause, it should be emotional and heart-touching so that the visitors would instantly feel the need to support the cause. Sometimes sad emotions also work in favor of the business, tear- jerking sites makes the humans feel more connected but only if the business topic is sentimental. All sort of emotions can be flaunted in form of visuals, colors and engaging content.
People do not trust lifeless machines as much as they have faith on humans. Thus add human feelings to the websites and endeavor to touch the hearts of myriads of people around the globe. But don’t get too much carried away or else your website would look bizarre instead of emotional.
