Roger Gallager

I am a Marketing and Sales specialist and a Communicationist.

10 Reasons Why Emotions Play an Important Role in UX Design

User Experience (UX), in Layman’s terms, is how a person feels while they are interacting with your website/app/software. It’s an important aspect of software design and development because it aims to keep users loyal to the brand or product through a positive experience. 
What if your users are having a bad experience with your UX, despite using the best programming language? How can you fix that? You could be missing one key element: emotion. Yes, usability and emotional experience, hand-in-hand, play a huge part in  how a user behaves, as they scroll or browse through your website/app/software.
In fact, a 2012 study by Van Gorp and Adams says that designs created with a certain emotion in mind can actually affect the overall user experience and influence their decision-making making. Design emotion can also affect attention, memory, and generate meaning for the user. Need more convincing? 
Here are 10 reasons why most UX designers think their designs are more effective with emotions:
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1. Emotion adds personality to your brand

How do you want your audience to perceive your brand/business? Do you want to be seen as a happy, classy, or  safe business? 
There are several UX design concepts that can help project the right emotion to your audience and showcase its personality. Bright colors and rounded shapes in a UX can give users a happy feeling, while dark colors and boxed shapes can be taken as a serious mood by your users.
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2. Emotion helps you convey your message better

UX designs that trigger positive emotions on a visceral level are more likely to be seen as interesting. They can capture the attention of your audience before the content can even be processed. As a result, an emotional design can help convey a message better and more effectively. 

3. Emotional design shows empathy

According to the Oxford dictionary, ”empathy” is the ability to understand and share the feelings of another. An emotional design shows empathy towards the users, which makes them feel like they are understood by the app/website or business.
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4. A good emotional UX design can increase user engagement and reduce bounce rate

Struggling with low user engagement? Your users may not be feeling an emotional connection with your brand/business, says Charissa Moore, CEO and Marketing Copywriter of House of Bliss. To start the processes of building an emotional connection, it would be wise to create a UX design that would instill an imprint of positive feeling to your website users. This will then help increase user engagement and reduce bounce rate.
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5. Emotion can prevent a negative experience

Did you know that 88 percent of users won’t return to a website after a bad experience? That’s why it’s important for UX designers to create designs that will leave a positive impact after browsing your website. Sadly, your audience will look for alternatives if your UX doesn’t meet their requirements and leave a bad experience.
Although there are other factors that can affect the user experience, such as Internet speed, browser, etc., but when it comes to the UX itself, designers can create how they want users to feel when they interact with the app or website.

6. Emotion helps the user remember your business/service more

A good experience created by injecting certain elements to trigger positive emotions will make a user remember your business/service more. Think of it like going on a first date. If things go well with your date, then chances are a second meeting is forthcoming. If it doesn’t, then that’s the end of it. Same thing goes with UX design. The best emotional design principles make websites/apps memorable.
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7. Your audience will talk more about your brand/product

Emotions influence what you engage with online or offline.. When your users are happy with your app or website’s UX design, they’ll likely talk more about your brand/product. 
Put it this way: say you loved a product so much or you idolize someone. You’ll probably be “tooting your horn” about it on social media or with your friends. Another example is when you’ve eaten in a restaurant that served delicious food. You’ll be giving them positive reviews and, again, share your experience with your friends and family. There is, however, another side of that coin. When a user doesn’t like your product/service, they will also tell people about it.

8. Emotion can build brand/product loyalty

Aside from getting your audience to remember and talk more about your brand, reflective designs can build or destroy brand/product loyalty. Indeed, a well-designed interface can make or break brand loyalty. It can foster loyalty through color scheme, ease-of-use, enjoyable experience, or whatever feel-good emotion they get out of your UX design. Ultimately, all these will keep them coming back. Some brands that can pull off an emotional Web design are Google, Starbucks, Netflix, and Nike+.

9. Emotion creates a personal experience for the user

There are many elements that a user can experience when you create UX designs with certain emotions in mind. These can trigger emotion-memory links, aesthetic-usability effects, persuasive emotions , and a sense of ownership. The last one is where the user’s experience is valued in such a way that they feel a sense of personalized ownership, as if the product was made for them specifically.
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10. Certain emotions can create a sense of urgency

When designing UX, you can play with certain elements of the Web page or the app to create a sense of urgency for the user. Simple things such as placing a timer, time-related words, and using the color red can all create emotions that urge users to heed the call-to-action (CTA).
While many companies tend to overlook this kind of UX choreography, you as a designer or as a business owner shouldn’t forego the opportunity to use this. Emotions can play a huge role in the success of your website/app and your digital marketing campaign.

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