Building Emotional Connections Through Design

by Jessica Wentworth, Graphic Designer

Insights / Graphic Design / Building Emotional Connections Through Design

Graphic design is about so much more than looking pretty – it determines how your audience feels about your overall brand. A great design should evoke an emotional response, building a stronger connection and sense of trust between you and your audience.

By understanding the connection between your design choices and the emotions of your audience, you have the opportunity to foster a meaningful connection that could potentially turn a website visitor into a loyal customer.

Here are four things to consider when designing for maximum emotional impact.

Color Psychology

Color is one of the most powerful tools in your design toolbelt. There is a psychology behind color usage, as different colors can trigger instant emotional responses.

For example, there is a reason why brands like Chase Bank and PayPal use blue as a primary color in their brand. It is associated with feelings of trust and reliability.

Similarly, red is known for evoking feelings of energy and excitement. It’s no wonder why famous brands such as Coca-Cola and McDonalds use it.

When choosing colors for your design, you should always consider the emotions they evoke and how you want your audience to feel when viewing it.

Typography

Just like color, your typography choices play an important role in the emotions of your audience. Fonts can express different emotions, attitudes, and tones.

For example, a bold, clean font can convey professionalism while a script font can be perceived as more playful and personable.

When choosing your typography, it can be helpful to consider the voice of your brand. Your fonts communicate more than the words they spell out – they share the overall personality of your brand.

Strategically choosing fonts that align with your brand voice and positioning can foster the right emotional connection with your audience.

Imagery

Imagery is at the heart of emotional design. People are drawn to images that resemble their own lifestyle, goals, or challenges in life. It instantly makes your brand come across as more trustworthy and relatable.

Be thoughtful when choosing your imagery, and keep in mind that visuals should not only align with your brand, but also represent your audience.

With the right images in place, your audience will instantly feel seen and understood by you.

Consistency

Consistency is key when it comes to building an emotional connection with your audience. When things like colors, typography, and imagery are consistent across the board, your audience will find your brand to be more familiar and trustworthy.

Staying consistent across your website, social media, and print collateral ensures that your brand is memorable and recognizable, no matter where or how your audience comes across it.

Great design is about more than just making things look good — it’s about making people feel something. If you’re looking for some more direction on connecting with your audience, reach out to us. That’s what we’re here for.