DesignRush, the new digital design magazine that serves as the industry’s one-stop visual showcase for the best of contemporary, cutting edge design elements, revealed today that many ecommerce websites lack the key attribute of emotional appeal that would help drive home more sales. The feature goes on to reveal several design components that can help build the emotional appeal of any ecommerce site.
“Don’t get the wrong idea; website functionality is still a critical factor,” warns DesignRush Chief Editor, Stephanie Sharlow. “But many perfectly functional websites find they still struggle to engage visitors, stimulate sales and generate return customers, and this is most likely because they lack something called emotional appeal.”
Research bears out that visitors who feel emotionally connected to a website will remember the visit positively and are likely to return to the site. The longer a visitor stays on the site, the more likely they are to respond to one of the site’s Calls to Action (CTAs).
Donald Norman’s book “Emotional Design: Why We Love (Or Hate) Everyday Things,” categorizes three overall levels of visual design — visceral, behavioral and reflective. Each works to elicit emotional responses from viewers.
- Visceral level: is the first impression a website visitor experiences with the design. Pleasing colors, a positive or playful image or message prompts user to interact with the design again.
- Behavioral level: Site visitors want to easily interact with your site. Have you made the visit a simple and pleasing one. Does your site anticipate user wants and desires and then make them easy to fulfill?
- Reflective level: In what’s considered the pinnacle of the emotional-visual thought process, the reflective level is when a site visitor creates a lasting impression of the site. Have you created the emotional appeal that will cause your visitors to become reflective? Will they think about your site again and be tempted to return?
Visit DesignRush.com to view a showcase of top website designs.
About DesignRush
DesignRush is a B2B marketplace connecting brands with agencies. Founded in 2018 by Gabriel Shaoolian – a former digital agency founder and executive – DesignRush is the internet’s first digital marketplace where businesses can receive project proposals from top pre-screened agencies for all their digital needs.
