Design and psychology have always been closely linked. Today we are going to talk about the psychological phenomena hidden in the design of landing pages: immediate and anticipated emotions. These two concepts are not complicated, they are even easy to understand, and once you master them, you can use them with ease.
Instant emotion
Immediate emotion is the user’s direct emotional reaction to the product. When your web page has usability, accessibility, or readability issues, users will have negative emotional reactions. For example, when your web page doesn’t scroll smoothly or load information, your immediate reaction may be frustration, confusion, or even distrust. This is the immediate emotion that users feel about the product.
Of course, the user’s immediate emotions can be negative, but they can also be positive. A well-designed page, for example, will impress you the first time you see it. This positive instant mood is also what designers are after.
Acorns
Acorns is an online change investing APP that helps you put your spare orns to work. The whole homepage design makes full use of the simple design to calm the emotions of visitors. Under the simple environment, users can see that this APP covers all platforms and has impeccable usability! When they see $6,363.71, they say “This app makes money!” “Psychological hints, the whole set down, so that users have a positive mood for this application, guide them to download and use.
CartoDB
CartoDB allows geographic information to be rendered in the most beautiful form. CartoDB did it, although geographic information was not a pretty thing by any means. When you open the web, you’ll see an exciting and gorgeous map. CartoDB’s first page has such an attractive charm. Although their database is not for sale, the current web design alone can attract a significant number of potential customers.
Reuters TV
As a streaming APP, Reuter TV is constantly showcasing itself. There’s not a lot or a lot of complexity to navigate, which makes the constant video background particularly eye-catching. But this approach shows users what’s happening in a more direct way and allows them to generate real, immediate emotions.
Expected mood
Anticipatory emotions are different from immediate emotions in that users create expectations about the future based on experiences they have seen in the past. The most common example of this is showing pictures of people happy after they buy the product. Such scenarios are one of the most important ways to engage and deter potential customers, and when users begin to imagine themselves using the product, they naturally form an emotional bond with the product. If your product evokes positive emotions among users, it will increase trust in the brand and product, and user loyalty will increase.
Grovemade
We’ve repeatedly recommended Grovemade’s website, which sells handmade woodwork, from monitor stands to phone cases. When you open the site, the designer uses a rotation diagram to show a series of product scenarios, delicate, delicate, attractive. You’ll see how nice the kickstand looks on your PC, how nice the case looks on their phone, and that’s the one photo that gets people hooked and convinced.
Madeindays
The photos on this site are more of a lifestyle map. The whole website adopts a single page design, and the whole page is quite long. The designer shows a customized wallet through nine pictures in this webpage, with few words and great pictures. The presentation of the product is not very prominent, but the lack of distractions makes the product image more attractive, and a thousand words are not as direct as a picture. What do you want? Beautiful products? Just come and buy it.
Narrative
Narrative’s wearable camera can take a picture of itself every few minutes, a feature that makes it unique. So when you go to the site, you’re greeted with a video of different moments in your life. The page does eventually show you how the camera looks and looks, but that’s not the most important thing — what you’re buying is not a physical camera at the end of the day, but more of a lifestyle, or life itself. No longer do you need to take out your phone to deliberately record, this camera will take pictures for you, those unforgettable memories will be clearly recorded, this is a simple but rich lens to help you record the moment of your life.
Focus on the value
We all know that focusing on presenting the value and advantages of a product rather than analyzing why it is the way it is. Therefore, it is most important for users to have an emotional connection with the product. From the above case, we can see how important emotional connection and emotional contagion are to product sales. Of course, the copywriting is an important part of the whole design, and if you want to create a good landing page that really gets your users excited and engaging, you might want to take a look at the copywriting below.
Evernote
Collect ideas and input them
Bring the right people into the discussion. You can send a conversation to anyone, even if they don’t use Evernote.
UberConference
Get to know your Conversation partner
Always look at the speaker. You’ll have an easier time keeping track of their social situations.
Pencil by FiftyThree
Running well
While palm-mistouches, deletions, and obtrusions are usually reserved for Paper and unsupported applications, Paper Pencil can still be used as a touch device in any other application when disconnected.
Flow
Don’t miss any more email subjects
Instead of getting lost in a flood of emails, the integration of team chat, clear task management and project planning will ease your dilemma. Exchanging information and sharing feedback are great ways to get your work done.
conclusion
It is not difficult to understand the needs and psychology of users, and better use of product characteristics and users’ emotions is the ultimate design skills to achieve the goal. I think that’s it.
[Design Trends you need to know]
User Experience Design Trend: “Design Industry Starts from the Bottom! Graphic 2015 User Experience Industry Survey Report”
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Web Design Trends: Did you Know? 9 Trends in Web Design for 2015
Designmodo by Paula Borowska
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