Emotional design is a concept that focuses on offering stimuli that provoke an emotional response in the customer or visitor (in the case of a website). Allowing you to not only improve the user experience, while also improving interaction and achieving more conversions.
Emotional design correctly applied in email marketing campaigns is a component that often makes the difference between mass mailing campaigns that will obtain excellent results or an unsuccessful campaign.
1. Types of emotional design
Donald A. Norman defines three levels or types of emotional design in his book called Emotional Design: Why We Like (or Don’t) Everyday Objects. These levels are:
– Visceral design. It refers to a pre-conscious level, that is, prior to thought. This is what we commonly call “first impression” and which we often can’t explain, are the perceptible qualities of the object and the feelings it provokes in us.
– Behavioral design. It refers to the most functional and visible aspects of products/services, in this type the objective is to optimize the effectiveness and quality of the user experience. In simpler terms, if the user can correctly understand how to use the product and whether it meets their expectations and/or needs.
– Reflective design. It is the type in which the emotional part of people is taken into account and is the most abstract concept of the three. Reflective design is what determines whether the user believes the product is for them or not and whether it is worth purchasing.
2. Goals of emotional design
Emotional design can be applied to achieve very diverse objectives, among this wide variety of marketing objectives are:
- Increase the feeling of control and personal accomplishment.
- Get a richer, more continuous emotional experience.
- It contributes to creating convictions.
- It allows you to attract new customers.
- Make the objectives and ideals known.
- Improve the virtues of products/services.
- Overcoming predisposed barriers and rational assessments.
3. Emotional design for landing pages
Here are the basic tips for creating more effective landing pages by applying emotional design:
– Color is important. It’s not news that color psychology affects our emotions and perception of things. Invest time in choosing the right color for your landing page, this will improve the results of your marketing strategy.
– Include words with a high emotional charge. It’s not about saying something and that’s it, but also about how we say it. Used well, words provide a very powerful emotional charge, so choose appropriate words and synonyms to generate actions.
– Investigate your audience’s emotions. To successfully apply emotional design on a landing page, the first aspect to be clear is to discover the emotions that will lead your buyer persona to complete the action you want.
– Images with people convey more. Images are essential to establish an emotion and those that include people are capable of generating emotions more directly in our brain.
– Keep the problem in mind. Remind the potential customer about the situation they have to resolve or avoid; This will generate a need for an immediate response to the problem, which generates more emotional involvement in the decisions or actions taken. After that, reveal the solution you offer for that situation.
– Focus on the benefits, not the solution. Try to focus on conveying what the product will bring to their lives and not so much on its technical characteristics. Focus your attention on presenting the benefits of the product or service, it is the most effective way to connect emotionally.
Remember that an email can excite and convert or have exactly the opposite effect. In email marketing campaigns, work to create texts that convert and are able to lead your subscribers to a specific landing page, where, by applying a successful emotional design strategy, you will be able to convert them into customers.