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Writer's pictureJames Boughton

Psychology & Design : 9 Concepts for Better Engagement

When preparing for the design of marketing materials it will be beneficial to consider the psychology of your audience and techniques you can utilise to help them better engage with you.

Mastering Psychology in Design - Man's Head with Exposed Brain Collage

Here are 9 Psychological Concepts to consider…


1. Colour


Colour psychology is often the first concept that springs to mind for designers when they ponder how psychology intertwines with design. Undoubtedly, the selection and usage of colours are fundamental skills in all realms of design. Colours possess both symbolic meanings and aesthetic qualities. However, on a deeper level, colours possess the extraordinary ability to evoke specific feelings and emotions within us. Take for example the cheerful nature of yellow, or the sombre mood that blue seems to embody.


Within design, colour psychology can be employed strategically to elicit certain subconscious sentiments. For instance, if you wish to capture someone’s attention on a website, a vibrant red button could do wonders. Nevertheless, it’s important to bear in mind that context plays a pivotal role as well. In one context, a red design element might symbolise danger; whereas in another scenario, it might convey urgency and thus incite action.


Colour in  Design - Woman Thinking with Coloured Balloons

2. Hick's Law


Hick’s Law is a foundational principle in the realm of User Experience (UX) design. According to this law, the more options a person has, the longer it takes for them to make a decision. This concept resonates with our common understanding: choosing from 15 different ice cream flavours is undeniably more challenging than choosing from just five. But how does this relate to design?


The answer lies in optimising the user experience. Time is an invaluable resource, and when individuals visit a website or interact with a business, they want to swiftly find what they need and make decisions efficiently. When there are an excessive number of choices, calls to action, menu pages, or services to navigate through, the experience can quickly become overwhelming. In extreme cases, it may even lead to frustration.


Hick's Law - Woman Frustrated Being Offered Too Many Options

3. Gestalt Principles


If you’ve ever ventured into the fascinating realm of psychology, you may have encountered the captivating concept of “gestalt.” Originating in the early 1900s, gestalt psychology revolves around how we perceive visual stimuli. The term “gestalt” itself is derived from German and speaks to the way things come together and form a whole. Essentially, gestalt principles guide our minds in piecing together and organising the myriad visual cues that constantly bombard us.


Within gestalt theory, six key principles take centre stage:


  1. Similarity: Elements that share similarities in size, shape, or colour tend to be grouped together.

  2. Continuation: Our eyes naturally follow smooth paths and seek continuity.

  3. Closure: We mentally fill in missing elements to complete an image (think: negative space).

  4. Proximity: Elements close to one another are perceived as belonging together.

  5. Figure/Ground: Our minds distinguish between foreground and background elements.

  6. Symmetry and Order: Ambiguous shapes are simplified by our tendency to seek symmetry and order.


It’s likely that you already employ these gestalt principles intuitively in your brand. For example, closure is commonly used in logo design, while similarity and proximity play crucial roles in layout design. Acquainting yourself with these principles offers a valuable toolset for enhancing the quality of your design work based on people’s inherent visual perception.



Gestalt Principles - Man Looking and Recognising Coca-Cola Bottles

4. Confirmation Bias


Confirmation bias, a term normally associated with politics, refers to the tendency of individuals to actively seek out and remember information that aligns with their pre-existing beliefs. Interestingly, this psychological principle extends its influence beyond politics and seeps into the realm of design, specifically in UX and web design. Even ad campaigns incorporate confirmation bias as a tool.


Leveraging confirmation bias in your design strategy can prove highly effective when it comes to engaging your target audience. People naturally crave validation and understanding. When attempting to persuade individuals to take action, such as signing up for a free trial, encountering messaging that reinforces their existing beliefs rather than challenges them significantly reduces resistance. However, for this approach to be successful, it is crucial to first comprehend your audience’s genuine beliefs and desires. Market research methods like surveys or interviews serve as valuable tools for gathering this invaluable information.


While the utilisation of confirmation bias yields positive outcomes, ethical considerations must not be overlooked. It is important not to manipulate people’s beliefs solely for the purpose of coaxing them into purchasing something they do not genuinely need. Authenticity plays a pivotal role in establishing trust and nurturing lasting relationships with customers.



Confirmation Bias - Finger Pressing Button, Buttons Read "Beliefs" and "Facts"

5. Anchoring Bias


Anchoring bias, the tendency to heavily rely on initial information, can greatly influence our perceptions and decisions. Consider a scenario where you’re discussing your products or service with a potential client and propose a quote of £5000. If this client had previously received a quote of £500 from another supplier, your offer might seem exorbitant. Conversely, if the previous quote was £10,000, your offer may appear incredibly favourable due to anchoring bias.


We can utilise anchoring bias to our advantage in design. One effective approach is ensuring that the initial information someone receives about a brand or product creates a positive impression. This highlights the immense value of high-quality brand and web design since first impressions hold significant weight. When a brand is initially perceived as premium, subsequent premium pricing seems more reasonable and expected.


Another way to leverage anchoring bias in design is by presenting the most expensive option first, followed by a mid-tier option, and then the least expensive one. Compared to the initial option, the mid-tier alternative will appear more affordable, and the third option will seem inexpensive.



Anchoring Bias - Price Tag for Black Friday Event Showing 50% Discount

6. Visual hierarchy


Visual hierarchy, a fundamental principle in design, pertains to the arrangement of elements based on their importance. Understanding this concept is essential for crafting an exceptional user experience, as a design without visual hierarchy may appear chaotic and disorienting.


Although the idea of visual hierarchy is straightforward, implementing it effectively can be challenging. Essentially, visual hierarchy aims to lead the user’s gaze through a design in a logical sequence.


Consider a website homepage that utilises visual hierarchy effectively. At first glance, the user’s attention is drawn to a large, captivating hero image showcasing the main product or service offered. Next, their gaze naturally shifts towards a clear and concise headline that succinctly communicates the unique value proposition. Finally, their focus is directed to a prominent call-to-action button, inviting them to take an action such as signing up or making a purchase.


Visual hierarchy plays a significant role in web design too. In fact, inadequate visual hierarchy can result in missed opportunities for businesses if potential customers struggle to navigate their websites effortlessly. Furthermore, even those unversed in design principles may perceive a lack of visual hierarchy as indicative of unprofessionalism.



Visual Hierarchy - Person  Holding iPad With Hierarchical Text Displayed

7. Miller's Law


Miller’s Law, a principle in UX design inspired by psychology, suggests that the average person can only hold approximately 7 +/- 2 items in their working memory. Working memory refers to our limited capacity for retaining information for reasoning and decision-making purposes.


It’s worth noting that Miller’s Law is more of a theory than an actual law. Nevertheless, it provides valuable insights for designers. Essentially, it reinforces the notion that simplicity is key – limiting content to seven or fewer points reduces cognitive load and enhances the user experience.


In web design, Miller’s Law is frequently applied to main navigation menus. It is generally considered best practice to limit the number of menu options to no more than seven. Presenting users with too many choices can lead to decision fatigue (as described in Hick’s Law).



Miller's Law - Man's Head Open Showing Numbers 1 through 7

8. Social Proof


Social proof is an invaluable tool for brands across various industries and contexts. Its effectiveness stems from the psychological principle that people tend to observe and emulate the behaviours of others. Consequently, social proof holds tremendous potential for businesses seeking to attract customers.


The utilisation of social proof is evident in both traditional print materials and modern digital designs employed for promoting products and services. This can take several forms, including:


  1. Customer testimonials, either written or in video format.

  2. Reviews left by customers on platforms such as Google, Trustpilot, Facebook etc.

  3. Displaying partnership logos or media outlet endorsements.

  4. Presenting customer statistics related to acquisition and retention

  5. Highlighting social media engagement through likes and shares.


Consider your own purchasing habits: how often do you make a buying decision without first consulting reviews?


The power of social proof lies in its ability to instil trust and confidence within potential customers, even when the evidence comes from unfamiliar individuals. Mastering the skill of seamlessly incorporating social proof into design work can greatly benefit brands in their quest to engage audiences effectively.



Social Proof - Woman Looking Happy at 5 Star Ratings

9. Priming


Priming, within the realm of psychology, involves the influence exerted by one stimulus on a person’s response to a subsequent stimulus. This subtle yet potent effect has yielded numerous insights into our comprehension of memory and behaviour.


In the world of design, priming can be harnessed to subtly steer a user’s actions. A specific application in web design lies within the familiarity principle. According to this principle, individuals generally gravitate towards things that appear or feel familiar to them. For instance, when visitors arrive at a website, they harbour certain expectations based on their prior browsing encounters: spotting the company logo nestled in the top left corner, locating the navigation options situated in the top right area, and discovering the central placement of a prominent headline. While we all strive for distinctive designs, straying too far from these established norms may induce confusion due to priming effects.


Another avenue for leveraging priming in design relates to our earlier exploration of confirmation bias. Employing your customers’ actual words and phrases within your messaging and copy can effectively prime them to place trust in your brand.



Marketing Priming - Hand Holding Dripping Paintbrush

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