Understand your customers as you connect with them
The first step in tapping into emotional design for your e-commerce website is understanding your client’s needs and desires. In the podcast episode “Building An Audience Vs. Driving Traffic”, e-commerce specialists Michael Veazey and Jason Miles explain that understanding your audience is the best way to provide value and build a relationship. This is the same principle behind emotional design—it is more than just the transaction and driving traffic to the website; it’s about building a meaningful relationship with your audience.
To go about this, you can use surveys or focus groups where customers can give feedback on their experiences and ask questions about products or services offered on the site. Engaging your audience requires connecting with them and building your website with the help of their feedback.
Use dramatic visuals to evoke emotion
An article by marketing strategist Sonia Thomson explains that delight, pride, and pain are the three emotions that can deliver a more robust customer experience. These are also the three emotions that can be translated visually into your e-commerce website. Through dramatic images, colors, textures, and lighting, you can invoke these feelings and move customers to action.
Striking visuals can help create a subconscious connection between your brand and your consumer’s emotions. Apple is one of the leading proponents of this strategy—their use of detailed photography, enormous texts, and contrasting colors is telling of their desire to appeal to their audience’s emotions. Following their practice, utilizing dramatic visuals is one of the best emotional design practices that can set up your e-commerce website for success.