It’s funny, and sometimes even mind-twisting how each and every matter of our world can be questioned through psychology. And nothing can have a stronger impact on your visitor like a web design that is in coordination with certain principles of our subconscious. Believe it or not, there are already precise measures and steps that you need to make in order to visually satisfy your potential customer once he visits your web page.
They can be observed through Maslow’s hierarchy of needs and Gestalt’s principles of grouping, and both of them will help you create the most satisfactory surrounding from the elements that you plan to implement. How? Let’s find out in this brief overview that is guaranteed to question the present design of your webpage.
Use Psychology to Magnetize the Clicks
We all know the starting points when we plan the web design of our page. It needs to be slick, informative, straightforward and of course unique in every possible way. But, do we actually know what our potential visitors really want besides the simple information?
But you might be wondering, Who is this Maslow and what his pyramid have to do with your webpage? Well, for starters, In the 1950s, the psychologist Abraham Maslow developed a theory in which human needs were shaped in a pyramid. This pyramid, which bears his surname, consisted of five levels that, starting from the base, would be in this order: physiology, safety, affiliation, recognition, and self-realization.
Starting from this idea the famous designer Aaron Walter extrapolates the Maslow pyramid to the User Experience field that corresponds to the emotions that a user experiences during the use of an application. Which in the case of this article would be for a web page. Keep in mind that this pyramid can help us prioritize what actions we must take to improve the design of our webpages.
The four levels of this pyramid are the following:
Functional: the base of the pyramid, and what we would consider the most basic, is that the website works. For example, if we want to create a blog, it means that it can be accessed from a browser using a URL that works and looks just the same on your phone.
Reliable: the second level of the pyramid would consist in making sure that our website is reliable, that is, that we do not have server crashes. And that the links work so that any user can navigate normally.
Usable: if we have achieved the first two levels of the pyramid, we are ready to start working so that our website is usable. That is, a user can use it easily in a natural way and without extra complications and details that do not need to be there in the first place.
Pleasant: in the last level of the pyramid, it is sought that the user experience is so excellent and innovative that it is even pleasant to just to simply look at it. This can be achieved through various artistic techniques that you need to implement in your web design.
Keep in Mind the Laws of Gestalt
The psychologist Max Wertheimer established the laws of Gestalt in his study of Gestalt psychology, in which he analyzes the perception of forms. Although the rules listed below are most useful for the design, keeping them in mind at all times can help us see things that we were not doing right in the past or prevent future mistakes.
These are the laws of Gestalt shaped in a way to help you achieve the perfect design:
Law of proximity: elements that are isolated but close to each other tend to be perceived as groups.
Law of similarity: those elements with similar visual characteristics tend to be grouped significantly.
Law of closure: our mind tends to complete forms that are incomplete.
Law of symmetry: forms that are symmetrical tend to be perceived with more difficulty and/or as incomplete forms.
Law of continuity: visual attention follows instinctively the spatial direction of the elements.
Law of connection: the elements that use other elements as lines to connect visually are perceived as the same unit.
Law of relation figure/background: our mind instinctively determines whether an object acts as a figure or as a background but never processes it as both at the same time.
Remember that the devil is always in the details and moving all the tiny bits in a perfect order can create just the perfect puzzle that you always wanted to have.