Great website design is much more than aesthetics. The layout and design of your website is an effective tool for setting expectations for your brand. Influencing the brain’s decision to purchase or take notice is integral to a high performing website.
The classic brainteaser of ‘say milk five times, now what does a cow drink?’ is a reflection of a study into brain decision-making methods. The art of ‘priming’, where the brain is ‘taught’ a medal through reinforcement, can be employed by marketers to guide consumers into understanding acommunication oraid a purchase.
If your company is selling a comfy armchair or refreshing drink, the website needs reflect this type of product. Although a simple example, the execution is much harder. How do you get your website to read like a comfy armchair, or ooze that appeal of a refreshing drink?
The initial steps in finding the right message for your consumer would be to define the personality of your product and its benefits for the consumer.
What personality does your product have? Is it friendly, aspirational, informative or comedic? The answer to this question needs to be presented subtly throughout the design and layout of your website.
By emphasising this message consistently in a visually stimulating manner, the brain will take steps to answer the question and potentially result in a purchase.
1. Reinforce, and then reinforce again
Define what message you want your customer receiving. Think about the product and the personality you want to imprint on your consumer. Make sure this message is reflected in all media and additional aspects of your business. Ensure your website highlights the message and then brand personality in a clear manner. Images are a terrific start.