When it comes to your website, first impressions matter. I recently read that the human body has about eleven million sensory receptors, and approximately ten million of those are dedicated to sight. This staggering fact really highlights just how important the visual aspect of your website is. Of course, all the non-visual elements that increase your websites performance and make it work as best as possible are still important, but a small change in what your users see can lead to a big shift in what they do.
So with this in mind, this blog post is dedicated to exploring why your website’s aesthetic is crucial, what your design says about your brand, and how different styles can evoke various emotions and reactions from your visitors.
Why Is website aesthetic so important?
Your website’s aesthetic is the first thing users notice when they land on your page. It sets the tone for their experience and shapes their perception of your brand. A well-designed website can convey professionalism, trustworthiness, and creativity, while a poorly designed one might drive users away before they even start exploring your offerings. In a service-based business, where trust and credibility are paramount, your website’s look and feel can significantly influence potential clients’ decisions.
And if that wasn't enough, your website design is truly an extension of your brand. It reflects your values, your industry, and your target audience. For instance, a minimalist design with clean lines and a lot of white space might suggest that your brand is modern and professional. On the other hand, a website with bold colours, dynamic visuals, and playful fonts might indicate a creative or youth-oriented brand. Different website styles can have a different emotional impact on your users, and understanding what your design says about your brand can help you make informed decisions about the changes you need to make.
Examples of different website styles include:
Minimalist design: Evokes a sense of simplicity, calmness, and professionalism. (E.g., Apple's website uses minimalistic design to reflect innovation and sophistication.)
Bold & vibrant design: Creates excitement, energy, and a strong brand personality. (E.G., Squarespace’s template “Five” uses bold typography and vibrant colours for a dynamic user experience.)
Classic & elegant design: Conveys luxury, tradition, and reliability. (E.G., A high-end hotel website might use classic serif fonts and elegant gold accents to evoke a sense of luxury.)
So what are some small changes you can make to have a big impact on your website?
1. Update your colour palette
Your website’s colour scheme can have a BIG effect on user behaviour. Colours evoke emotions and can influence how users perceive your brand. For example, blue is often associated with trust and calm, making it a popular choice for financial institutions, while red can create a sense of urgency, which is why it’s often used for calls to action. A well-chosen colour palette can increase engagement, improve readability, and lead to higher conversion rates.
For example, a health and wellness site could use a soothing colour palette of greens and blues to create a calming environment, encouraging users to stay longer and explore more.
2. Enhance your typography
Typography plays a crucial role in your website’s readability and overall aesthetic. The fonts you choose should align with your brand’s personality and be easy to read on all devices. For instance, a modern sans-serif font can make your site feel contemporary and accessible, while a classic serif font can give it a more traditional and formal vibe. The right typography can improve readability, make your content more engaging, and guide users through your site.
For example, a law firm’s website might use a serif font like Georgia for headings to convey professionalism and authority, paired with a clean sans-serif font like Arial for body text to maintain readability.
In Wix, you can customise fonts under the “Text” settings. And similarly, Squarespace allows you to adjust fonts in the “Site Styles” panel, where you can select different font pairings and sizes.
3. Optimise your use of white space
White space, or negative space, is the empty space between elements on your website. It helps to create a clean, organised look and makes your content more digestible. Proper use of white space can make your website feel more open and less cluttered, improving the user experience. Effective use of white space can enhance content comprehension, increase focus on key elements, and reduce cognitive overload for users. For example, a portfolio website could use ample white space around images and text to let each element stand out, creating a more immersive experience for visitors.
In Wix and Squarespace, you can increase white space by adjusting the margins and padding of your content blocks. This can be done in the editor by dragging the edges of elements or using specific spacing settings.
4. Use high-quality visuals
Images and videos are powerful tools for storytelling and engagement. High-quality visuals can create an emotional connection with your audience, enhance your brand’s narrative, and make your website more visually appealing. Poor-quality images, on the other hand, can detract from your credibility and professionalism.
For example, a restaurant website featuring high-resolution photos of its dishes can entice visitors and encourage them to make a reservation. High-quality visuals can also increase time spent on your site, improve user engagement, and encourage social sharing.
In Wix, you can upload high-resolution images to the media library and add them to your site. Squarespace also offers a variety of gallery blocks and image features that make it easy to display visuals in a compelling way.
5. Improve your call-to-action (CTA) Buttons
CTAs are critical for guiding users towards taking specific actions on your site, such as booking a service or signing up for a newsletter. The design of your CTA buttons—including their size, colour, and placement—can significantly influence user interactions. A well-designed CTA can boost conversions by making it clear and compelling for users to take the next step.
For example, a bold, contrasting colour for your CTA button, like orange or red, can draw attention and encourage users to click. Pair this with action-oriented text like “Get Started” to motivate users to take action rather than generic, more boring copy like "read more".
Both Wix and Squarespace allow you to customise CTA buttons by editing the button settings. You can change the colour, size, and text in just a few clicks.
Ready to action small changes to make a big impact to your website?
The human eye is a powerful tool, and the visuals on your website can have a significant impact on user behaviour. These changes are relatively easy and quick to implement (especially on platforms like Wix and Squarespace), but can have a big impact on your users experience and their actions.
By focusing on the visual aspects of your site, you can leverage the power of human psychology to improve user experience, increase engagement, and ultimately drive more conversions. Start with one or two of these tips today, and see how these small changes can lead to big results. Or if you need help with implementing them, as always, reach out to us today.