As you are probably aware, the world of web design is constantly changing and creating new challenges for businesses. This is something that remains true across multiple marketplaces, particularly those that are competitive and force brands to compete for a modest market share.
While business-owners may find it difficult to keep pace with the fast-paced and trend-driven nature of web design, however, there are several, universal laws that drive the industry and help firms to achieve success.
So, here are some of the best-kept web design secrets and a look at how they can impact on your company: –
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Psychology remains a key driver of web design practices
From the use of colour to the behaviour of consumers, psychology plays a pivotal role in modern web design. This builds on the fact that human beings tend to have specific and automated responses to visual stimulation, whether they are looking at an emotive image or a single, basic shape.
The best designs are therefore able to react to a range of emotional states, while also guiding users towards a predetermine action. Influence is the key word here, as intuitive designs have the potential to shape thought patterns and bring individual calls to action (CTAs) to life.
This is particularly true with regards to colour, as cultural, psychological and physical factors combine to create predictable reactions to different shades and tones. Depending on what you are trying to achieve, you will need to choose your website’s colour palette wisely to ensure that it can have the desired effect. Dark colours are better at driving traffic than lighter shades, however, while they also increase page views and the average length of time that users spend on site.
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Almost everything can be measured and tested
There is no doubt about it; A/B testing drives the type of measurable and data-driven results that underpin effective website design.
What is less well-known, however, is that similar testing methods can be applied to almost every single web page element, from loading page times to font colours and the impact of your chosen CTAs. By testing these elements you can make incremental improvements across the breadth of your entire website, enhancing its performance and potentially having a direct impact on conversion rates.
This is a really important aspect of web design in the modern age, but it is also easy to overlook when dealing with small, seemingly insignificant details.
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Whitespace remains a critical visual tool
We have already touched on the importance of design and colour psychology, and there is one understated technique that embodies this better than any other. This is the use of whitespace on a web page, which can create a powerful psychological response and one that draws the viewer to other, more important aspects of the site.
Essentially, whitespaces provide visual cues which isolate crucial design elements, while they can be used to enhance the impact of CTAs and actionable social icons.
Make no mistake; the strategic and intuitive use of whitespace can create a more efficient and productive website, while it also has the potential to establish a seamless customer journey that minimises the steps required to make a purchase.