01-01-1970 | By Dinesh Kalola

Psychology & Designs – A winning Combination

Designs are pictorial representations meant for human consumption and any act that involves humans is considered complex due to the psychology aspect interlaced in it. In converse psychology of human can be used as a powerful tool to create inspiring and effective designs. The skills and creativity of a designer could be used effectively only of they meet the emotional quotient of the target audience at the right point as intended by the designer. Since the human brains do not work in natural progression all the time we designers have immense powers to create an image, impress, guide customer actions and create a compulsive behavior. It can start as simple as using a blue hue to calm the mind while designing the homepage of a Spa to using vibrant shades of red to a food portal thereby inducing hunger working subconsciously without even the viewer understanding the whole screenplay. But there are certain basic rules by which a designer needs to play while enjoying the aid of psychology to inspire his / her design. Firstly, it’s a basic scientific fact that the human brain works in schematic manner i.e., anything that is arranged systematically attracts attention as it is easy to navigate. Especially in the world of a million sites and counting a new one every second disarray of information irritates the viewer and sends him straight to the rival’s site. The Nielson Norman Group came up with a short list of 10 heuristics to use in web design. The primary feature of this list is that human psychology is more comfortable with recognition than recall. This can be understood by a simple example wherein in daily life we remember a lot of faces we have seen but not the names. This is the ideology wherein sites that deal with online sale or marketing possess a feature of recently browsed history to rebuild the interrupted chain of thoughts of the customer in order to urge the psyche to complete the sale to own the desired product.


Secondly, colors play a vital role in inducing certain feelings in the desired audience. Summarizing on a broad spectrum that is the primary reason the feminine products/beauty products are designed to be represented on a rose / light pink hues that ooze beauty. The social media giant Facebook have not stumbled upon the blue theme by choice but on purpose to re-establish the color psychology attached to the blue, namely trust, calm thoughts and openness. Thereafter Fonts assume a major position in conveying certain messages in a bold manner inserting messages into the sub – conscious. Sans Serif fonts are used by giants like Google and Apple to appear modern and cutting edge whereas Serif fonts are used by major newspapers to emphasize certain words/news. Spacing also conveys subconscious messages that are caught by the mind. Imagery is another main player in the league conveying a thousand words within a single frame.  For example featuring celebrities may convey professionalism and trust and featuring cartoon characters would convey light-hearted humor.


Finally the target audience are the King and the psychology of any particular group might be very unique. A successful designer at this juncture needs to consider the unique features of the given scenario and work on the variables accordingly.

About The Author

Dinesh Kalola

Director, magnetikmind, has mastered the art of design with carefully drawn out process of detailing and persuasion. Though he gives weightage to all forms of advertising and design; it is in logo design that you get to see his specialization



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