![]() ![]() ![]() Say our target customers are men aged between 25 and 65, mostly conservative, cautious, organized, occasionally impulsive. Let’s take the brokerage website as an example. Now let’s take a look at our list and come up with a mental image rather than a fully-fledged design. We already know who our users are and what they should feel when they interact with our product. This is about the general design concept. This is where you can use Norman’s method, described below. Check the competitors’ websites, try to analyze the design with an eye to emotions and user contact points. For example, in designing the abovementioned brokerage website you can have reliability, calm, trust, a relaxing general impression but focus on important details.īut what to do if the customer isn’t sure what emotions they need? Study the subject carefully, immerse yourself in it. All you need now is to add some emotions - but which exactly?Ī good idea is to write a list. Esthetically pleasing, functional, user-friendly - obviously, your design is already all that. To be sure, excitement is always a must for any design. You need to have a clear understanding of the emotions you want to appeal to. Web Design With the Focus on the Target Audience What is emotionally appealing to this particular target group? What kind of design works for them? Buyer persona templates are very useful, e.g. Use buyer personas to better understand their needs and visual preferences. You need to picture them as if they were your friends and family. Learn as much as you can about your users. You can’t trigger an emotional response if you don’t know who you’re dealing with. The emo-embryo will grow and develop throughout the work and discussion process, and by the time you get to creating the design it will have an easy birth. Even if the idea is in its embryonic stage. The emotions you want your design to broadcast have to be decided upon at the very beginning. ![]() No emotional design can be efficient without market analysis, without an understanding the project’s goals and objectives, without knowing your audience and user profiles. If you’re looking to create a particular flavor, you’ll prepare the ingredients in advance, won’t you? You can change the color palette in the process, but if you need animation or gamification to trigger an emotional response, it’s something you must consider at the outset.Įmotional design is born at the design concept stage based on market research. Looking at this diagram, it’s tempting to think that first you need to take care of functionality, followed by reliability and usability, and then create the icing on the cake by making the design emotional. But humans have no fundamental need for design no one’s going to die after seeing an ugly, barely functioning website. What is wrong with it? It’s an equivalent of Maslow’s pyramid for design. ![]()
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