EMOTIONDRIVENDESIGNTHE CONVERSIONEXPERT'S BESTKEPT SECRET

JonathanFriedman

THE CONCEPT OFEMOTION-CENTRICDESIGN HAS MADEITS WAY AROUNDTHE DESIGNWORLD .

Having an EQ as a designer means that you can tap into howyour target audience feels and unlock the once-mysteriousdoor to online engagement and emotional captivation.

But first, you have to understand how to unearth the psyche ofyour customer to arm your platform with the necessary tools toreact. After all, emotion happens in real time.

WHY EMOTIONDRIVEN DESIGNWILL DOMINATE2016

42% of millennials are interested in helping companies develop future products

and services.

Customers today are asking to be more hands on, which means there is no

excuse for businesses who aren’t generating data from their leads.

For their time and input, customers expect a product that understands their

emotions, that speaks in their voice and has inklings of their personality.

4 REASONS why you absolutely must care about whatyour users are feeling, and why you mustreact as soon as their emotion has been felt:

As we now know, tapping into theemotion that will create a wow-experience for your targetaudience, takes more than juststrategic marketing.

1 .CONVERTBETTER

Targeted design allows for brands andbuyers to achieve value. If the UX is targeted the customer canknow immediately whether or notthey’ve come to the right place, savingboth parties timeTommy Walker makes the pointthat,”Atmospheric Marketing" affectsour emotions and buying decisions justas much in the digital world as it does inthe real world.”.

Humanizing your buyer-seller interaction doesn’t start and end atthe beginning of the funnel, it is a method which should bereflected throughout every touch point on your site.

Conversions are a product of finding the right people andoffering them exactly what they need exactly when and wherethey need it.

Emotion plays a role in determiningthe design format that will bestsuit your target audience so thateach side can get what they needfaster – a valuable conversion or agreat product.

2 .BUILDTRUST

For companies selling somethingmore contentious or pervasivelymistrusted – the design of your

funnel can have a huge impact onhow you jump hurdles to build trust.

Knowing your audience and being aware of what emoare feeling coming into the search – be it excited, hapfrustrated – can help you make the best design decisyour business.

A study conducted by UX Magazine found that layering crucialinformation in a rollover can actually create suspicion with thecustomer. Users felt the brand was trying to breach their trust and thatthe information purposely wasn’t being made transparent.

Rollover design is the perfect tool for offering customer’s playful designfeatures and interactive information.

3 .OPTIMIZESCREATIVITY

Emotional Branding is aboutcreating more than just a nice logo.

It is about flexing your businessesrelevant and distinctive attributes

and to create something meaningfulthat symbolizes your brand and

customers alike.

The end goal is to offer your audiencehappiness, despite whatever else theymight be feeling.

What this means for design is that beingattuned to the emotions of youraudience, and so much so that you areexperiencing their emotions in real timeand reacting accordingly, can allow youto create with power and to project themission of your brand onto whateveryou design.

4 . ALLOWSYOU TOEMPHASIZEPRODUCTS

What your product page canaccomplish is much more than a

perfectly crafted UX, but a minglingof the emotional complexities of

each of your target audiences.

TAKEAWAYS

Given the very real task of connecting with your audience as morethan a money-hungry-bot, your brand’s greatest tool is somethingthat is (hopefully) secondary to the people behind the platform –Emotions.Standout design has the distinct power to take a user from simplybrowsing to active clicking. “Great design awakens the senses and takes the experience to thenext level, beyond the unexpected.”

TOGETHER , EMOTIONAND DESIGN , CANKEEP AN AUDIENCECAPTIVATED FARBEYOND CONVERSION .

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