We know that a great website is not just about a cool design or pretty colours.

Your website users creates an impression about your site and your brand almost instantly. These initial first impressions will determine if they are going to become repeat visitors or will overlook your brand or services in the future.

Designers core focus should always be to produce effective visuals that play into the psychology of their viewers. In order to achieve this, modern day designers must understand the engagement patterns and behavioural traits of the end user. Once a clear user persona has been developed - designers can experiment with how different design elements affect the mood, attitude and experience of the visitor(s).

We have taken the liberty of outlining some of the most common web design and development elements that we have come across that impacts the psychology of website visitors.


Ease of navigation will either make or break your entire website. Specially with more than 50% of the web browsing being done via a mobile device - its extremely important to have intuitive navigation/ user experience.


Content a key driver of web traffic. Having meaningful content that encourage users to take action is one of the main elements of modern day web design. Website content should be written with a purpose and should deliver your key message without overwhelming its readers.

In addition, the type of content you present sets a tone for your brand and your organisation.


Organising content should be a priority in any design, but this should take into consideration the space it takes up on the site / canvas.

Placing content randomly on your website can end up with a cluttered appearance that you deter your customers from engaging with your brand.

Mobile Friendliness

Goes without saying - your site needs to be mobile responsive. Review your website design and see how its going to render on most popular mobile devices. You can either choose to have a mobile responsive layout or have a dedicated mobile site (specifically optimised for mobile users)

Use Google mobile friendly test today to see if your site is fully mobile responsive here:


When designing a website, often colours are determined by the organisation branding guide or the style guide. However how these colours are used in the core design will dictate if the site design is going to be effective or not.

Most visual identities have neutral colours that are used along with the main corporate colours. In most modern website designs, the neutral colour often take dominance in terms of how much real estate they take up.


Typefaces are designed to be used n specific situations and for certain uses. Serif fonts are often associated with professionalism and seriousness, while san-serif fonts are bit more modern, clean and informal.

The way type is presented on the page is also important. Leading and kerning should be evaluated as well. Large leading with lots of white space between lines makes the copy feel airier and easier to read.

Going back to the point of user experience - clever web design should focus on engaging the users and prompting them to take action.

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