Enchant me

A beautiful design will give the user the impression that the site is easy to use, whether it is or not. Also, it is more probable that the design will be used because the human psyche is inexorably drawn towards beauty.

Transactional sites often fail miserably in the aesthetic stakes. The reigning thought is that it is the domain of the usability consultant—that design is secondary and often confined to the “coloring in” of table cells.

Yet highly complicated processes and pages can look deceptively simple with the right styling. Spacing becomes increasingly important as it allows the user’s eyes to rest before taking on the next batch of information. Design can create order and instill a feeling of peace and serenity—positive attributes when you are asking your user to complete a lengthy and profit-creating form. Professional design can also increase user trust levels, the single most important trait to attain for any transactional site.

If you’re not a professional visual designer, you can engender trust and loyalty and foster attraction by consulting a high-level designer for business-critical or transactional sites.

The principles of good human-to-computer interface design are simplicity, support, clarity, encouragement, satisfaction, accessibility, versatility, and personalization. While it’s essential to heed these, it’s also important to empathize with and inspire your audience so they feel you’re treating them less like a faceless user and more like a human being. In doing so, you will extend their affinity with the design and foster positive attitudes towards your brand, company, or product.

by Kevin Cornell

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