Did you know that most websites fail to convert clicks into purchases? Some websites will be beautiful and complete with the works- fun transitions, scroll bar animations, and even a cinematic presentation for a hero. Others look outdated- last updated in 1997, a dinosaur even to MySpace. The truth is, both of these types of product can deter viewers. There is a healthy balance between captivating the target audience while still holding accessibility and practicality in mind. The first type of client may scare away buyers from slow loading screens and poor color theory- as the designer did not consider their market's computer software, now leading to images that don't load and animations that get cut off- lagging the client's computers. Perhaps the designer forgot to consider accessibility, with screens that move too fast or overwhelm the user too much for further engagement. The second website offers an equal level of conditions that deter shopper conversation as well. Too many links in the navigation bar, large blocks of misaligned paragraphs, or a lack of modernized features can change the level of professional or trustworthy that the viewer interprets from your branding. In worst cases, brand strategy gets completely misread or lost by the lack of consistency in color, margins, typography, and overall implementation of value.
A website or product should feel intuitive, while still holding the engagement of their user. My background in psychology and team leadership allows me to consider how dopamine is produced when someone feels capable and empowered, curiosity still allowing autonomy and courage to continue exploring, while the momentum of clear navigation creates a positive relationship with what the user is engaging in. My favorite way to unfold how I think a website or graphic should be designed is by working with stakeholders to first understand the goal of the product. Are you looking to convert shoppers, educate, or something else? The market will determine whether brand imagery and design should be reflected through playful bright and bold colors, serious and commanding high contrasting palettes, or calm and peaceful pastel or muted tones. Like with the two website examples I alluded to earlier, simply having visuals or solely having information derail the user for the same reason - no clear communication of the stakeholder goals. I use my background in graphic design and user experience to help shape brand identity and implement various graphic assets where needed. Each shape, font, or choice both carries the weight of interest and understanding, and I believe websites can still be fun, while being practical and considerate of stakeholder goals and budgets.