Have you ever wondered why certain websites seem more persuasive while others feel dull? Why are certain images able to make an instantaneous connection with users and deliver meaning on a more intimate level? Well, a good design should be able to evoke powerful emotions in the user’s mind.
Images are powerful visual tools that can trigger emotion and induce a feeling in the audience. Evoking these emotions helps bring the brand to life in a manner that not only resonates with the user but one that informs as well. The key to this is often the clever use of illustrations, imagery, and design. In this article, we are going to look at emotional imagery and design, and ways that you can leverage on imagery to create an emotional connection with your audience. Traditionally, aesthetics are secondary to functionality in design. However, it is hard to deny the impact that good imagery can have on the business. Compelling, authentic images are able to move the user, sell the product and determine the overall user experience. Research conducted in the last few years has consistently supported the notion that humans tend to respond more to visuals than words. Any imagery, regardless of whether it is pleasant or unpleasant, is bound to elicit an emotional response. The reaction is normally in the form of increased activity in certain regions of the brain. On the other hand, when you view an image that is neutral or dull, this increased activity disappears and is no longer noticeable. Designs that are able to convey emotions can be used to connect with the user in a quick and intuitive manner. Any visual representation is more engaging than pure text and immediately grabs the viewer’s attention even before the brain starts to process the content. Studies have shown that emotions tend to drive many of the decisions made, whether it is consciously or unconsciously. To increase conversion rates, images used on websites have to be relatable and authentic. Most importantly, a website’s landing page has a direct impact on conversion rates. The key image should be placed above the fold in order to drive the message home to the user. By using images to your advantage, connecting to the target audience is done as quickly as it takes for an emotional response to be developed - instantly.
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