It shouldn’t be any surprise that a well-designed website adhering to SEO principles will attract potential customers and clients and then keep them engaged. But what about the science and psychology behind your website’s appearance? How can you captivate web readers with the right fonts? What color scheme best fits your brand’s image and connects emotionally with web readers? And, does advertising psychology even make a difference?
Keep reading this article to learn more about the psychology of marketing and to find out the answers to these questions. With this information, when you create or update your website, you’ll be able to effectively use the space you are given to attract attention and leave a lasting impression. You’ll also make your company more appealing and marketable.
What Your Font Says About Your Brand
The fonts you use on your website — whether for your logo, content, or headings — can visually express a lot about your company. It’s important that you choose the right font to share your name, content, and message.
If you want to convey an aura of authority and respect associated with your website, you should use a strong serif font like Times New Roman or Garamond. Or, if you’re hoping to draw on readers’ elegant and creative feelings, choose a script font like Lucinda or Brush Script. Maybe your brand is more modern or objective, in that case a clean, universal sans serif font like Calibri or Arial would be a good choice.
As you consider your brand identity and the message you want to share with web readers, be sure to pair it with the right font. With a strong collaboration between message and font you will be able to elicit all the right emotions from your potential customers, making a meaningful impact.
How Color Affects Your Content
Another important consideration as you design your website is color. The colors you use send subtle messages that evoke feelings in consumers and potential clientele. Add the right color to your content and you’ll be able to implement a marketing strategy that is streamlined and effective.
Most commonly, colors are broken into two categories: warm and cool. Each category has its own distinct psychological effects. Warm colors are often associated with warmth and comfort while cool colors are associated with calmness and serenity.
Some of the emotions connected with a few common colors are:
- Red: Urgency, excitement, and energy
- Blue: Honesty, peace, and calmness
- Yellow: Humor, logic, and optimism
- White: Purity, cleanliness, and neutrality
- Black: Power, authority, and intelligence
Color can also be effective when it comes to influencing not only someone’s emotions, but also their mental or physical state. If you’re looking to have your readers feel different emotions, you can mix colors to combine their psychological effects.
Green, for example, will combine the calm, peaceful feelings from yellow and blue to create a restful, healthy feeling. Purple sparks creativity and serenity drawing from the balance between red and blue.
As you consider an appropriate color scheme for your website, be consistent throughout the different pages. Make sure your chosen colors are a good blend and representation of your company’s image and persona, reflecting your values and methodology so that your customers remember and associate that with you.
Why Images Matter
Visuals are everything when it comes to online marketing. Over half of the population is composed of visual learners, which makes the images you use on your website more important than just a way to fill space. These visual learners will respond best to images that can be easily remembered. Choosing relevant, high-quality images for your content will get you more views and more notice.
If possible, try to choose unique images as well rather than just a common stock image. This will help customers recognize your company and your branding message. A well-placed image also breaks up the concentration of words and brings your content to the next level, making your brand more competitive.
How Marketing Psychology Makes a Difference
Applying the right advertising and marketing psychology elements to your website will personalize your brand and your image, appeal to your target audience, and help you attract more customers.
If you want to build a better relationship with potential clients, try out various combinations of fonts, color, and images on your website until you hit the right note. It will take some practice, work, and time, but the effort will pay off — but you don’t have to do it yourself.
For more help creating a winning website focused on getting you to the top of the search engine results page and on the top of consumers’ minds, contact the Grow Team to learn more and see what services we offer. We’ll help you develop an online marketing strategy to achieve your business goals.