Design Psychology: Colours, Layouts, and User Behaviour

At TAMSO, we delve deeply into Design Psychology—it’s our expertise, after all. In this article, we share high-level insights on how elements such as colours, layouts, and design hierarchy can influence user behaviour and create engaging digital experiences.

Colours: Perception, Consistency, Personality

Colour choices play significant roles in shaping brand perceptions. Different colours evoke different emotional responses (see the above example). Consistent use of brand colours can reinforce brand identity and influence market positioning.

For instance, McDonald’s use of consistent Yellow and Red colours across all branding from logos to advertisements establishes immediate brand recognition and builds their perception of being both Yellow (Happy, Delightful) and Red (Urgent, Passionate).

Other examples include: Starbucks (Green reflects the brand’s emphasis on natural ingredients and sustainability) and Coca-Cola (Red reflecting the brand’s energetic and dynamic image)

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Common Colour Associations

• Red: Passion, energy, urgency, and excitement.
• Blue: Trust, calmness, professionalism, and security.
• Yellow: Happiness, optimism, creativity, and warmth.
• Green: Nature, growth, tranquility, and health.

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Shading Associations

• Darker shades tend to evoke feelings of sophistication and mystery. (dark blue = stability)
• Lighter tones convey innocence and simplicity (light blue = serenity)

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Layouts

The layout of any design is fundamental in guiding user behaviour. Users often scan prompts in F or Z patterns, so designing layouts that follow these natural reading paths can make content more memorable and enhance the overall user experience.

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Visual hierarchy is another crucial aspect; important elements should be highlighted first, using larger fonts for heading and bold text for key points. This is in conjunction with whitespace which is another tool for improving readability and focusing user attention on specific elements. It prevents the page from feeling cluttered and overwhelming.

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First impressions are crucial in design, as users form opinions about a brand within seconds of visiting it. For this reason, we must place emphasis on how our customers perceive our content and interpret our messaging.

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User Behaviour

It’s no secret that a visually appealing can reduce bounce rates and encourage users to explore further. To effectively apply these design principles, regular A/B testing is essential. This involves testing different design elements to determine what works best for your audience. Collecting and analysing user feedback provides valuable insights into user preferences and pain points, enabling continuous improvement.

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Conclusion

Integrating design psychology into web design requires a comprehensive understanding of how various elements interact to influence user behaviour. Yes, designers can create visually appealing experiences, but it is crucial that we place emphasis on engaging users and driving desired actions. Continuous improvement, staying updated with design trends, and understanding user preferences are key to refining and enhancing web design strategies.