How to use psychology to improve your website design

psychology in web design

You may already feel that you know what makes a brilliantly designed website – yet in truth, you might not. The only thing you might be sure of about a given site is that it just ‘feels’ right. It touches all of the right psychological buttons. How do you translate a mere ‘feeling’ into a better design for your own site so that your own customers feel the same way?

Here are just a few examples of how our web consultants in the UK here at PENNInk Productions draw on human psychology in their design of websites for our clients – and how you can start doing the same.

Tap into users’ emotions

As much as many of us may take pride in feeling that we are good at controlling our emotions, in truth they remain a massive and frequent driver of human decisions. Just think to the last time you impulsively purchased something you didn’t really need; in all likelihood there would have been something deeply emotional driving you to make that decision.

Well, you can work similar tricks with your website design. It might be with the colours you use, given that certain hues are commonly associated with certain psychological responses. Your choice of fonts will also have an effect on visitors.

Place the essentials where you’d expect them to be

Sure, you want your website to look and feel fresh and different enough to be interesting to the user. However, there are circumstances in which ‘fresh’ and ‘different’ simply means ‘irritating’. If you were urgently looking to purchase a used car and a seller invited you to see theirs, you’d probably be a little irritated to turn up and see a unicycle instead.

Similarly, visitors to websites are accustomed to such things as where the ‘Contact Us’ and ‘Home’ links are supposed to be on a site. We are sensitive to perceiving certain familiar patterns, and are used to behaving accordingly. Web design, then, is about complying with these basics to keep users comfortable; it isn’t about trying to reinvent the wheel.

Make intelligent use of white space

Think back to the last time you were browsing a ‘white cube’ art gallery. When you weren’t looking intently at that painting or sculpture, what purpose did all of that white space surrounding the artworks serve?

You might think “not much”. But in many ways, that’s the whole point. The white space enabled you to relax your mind and eyes, and to periodically stop the cognitive process. If you visited an art gallery with no visible wall space at all, or a website with every inch occupied by text or graphics, there’s a good chance that you’d feel more than a little overwhelmed or disorientated. White space, then, has its own powerful and important psychological effect on human beings.

Do you fancy talking through your thoughts for what may or may not work for your own next website design, with our own highly trusted and capable web consultants in the UK? If so, simply give the PENNInk Productions team a call now, on 020 8144 7931.


What I appreciated most was the level of engagement with me as a person and the way that has ultimately been reflected in the construction and design of my website.

Tamar Posner

Having tried two other web companies, my business has been with PENNInk for many years because I trust them and they make the most of my online presence, supporting and enabling growth. Thank you, PENNInk. You go above and beyond.

Kiran Grover

PENNInk Productions are everything you could want when updating or having a brand new website. They are experts and take the mystery out of getting your message across to your customers. Thank you.

Christine Black

I would like to thank you for your recent work you have done to my website. My website looks refreshed and finally it is responsive. I was happy with the price you have quoted and you stayed in touch with me during the whole redesign process. I will not hesitate to recommend you to all my clients and friends and I will definitely use your services again.

Michał Ziełinski

Lisa and her team are fabulously creative, great technicians, and, most importantly, take the time to listen to their clients' needs and wants to build the very best and effective websites. I would recommend them without hesitation.

Samantha Pilling

Many thanks for all your efforts. It seems like a long haul from when we were first hacked into and it is amazing how important websites have become. You are certainly in the right business!

Jeff Creak

PENNInk Productions made me a state-of-the-art website to be proud of. My website is my 'shop front' and I am getting more clients as a result.

They  listened to my needs and met them within my budget, they provided a high-quality service and level of expertise. I would not hesitate to recommend them.

Thank you, PENNInk, for all your hard work and your continued professionalism and business support.

Kiran Grover

Just looked at the site and Lisa you've done a brilliant, brilliant job! I feel this is a really 'grown up site' and if that sounds daft just put it down to me being so thrilled at what Lisa has produced!

Marilyn Messik

The idea of someone reassessing the way you present yourself to the world is priceless.

Ruti Halvani

STUNNInk Success!

Sharon Schamroth

...input, constructive criticism and ability to be imaginative and creative in a professionally meaningful and informative way have helped me to produce many successful marketing campaigns.

G. Rutledge

...planned, produced, implemented and managed teams in the successful deployment of more than 60 websites.

M. Atcheson

...careful attention to detail and to be ever mindful of deadlines and schedules, all while displaying good customer relations skills.

M. Brandon


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PENNInk Productions Ltd.

PENNInk Productions Ltd.
020 8144 7931
27A Maxwell Road

Registered Company 04851085.
Registered in England and Wales.