How Emotions Play A Vital Role In UI/UX Design

Human beings are driven by emotions, even though they tend and claim to be, most of the time, rational beings. We all have a memory of us grabbing a product after seeing its attractive wrap, packaging, or cover. Emotions have a deep involvement in the visual outlook. Hence, the booming online business and the internet world should consider their role and degree of influence on UI/UX design.

Interface design makes a huge difference when appropriately done, and hence, one of the main ingredients for this recipe is our emotional paradigm. Most UI/UX designers find it tough to make a proper design, and they fulfill all the different criteria, but one of the significant criteria they may have missed is emotions.

Why does UI/UX Design Matter?

Most people running an online platform do not give much importance to the UI/UX design, which is an entirely wrong move on their part. The rise of the online business makes UI/UX one of the essential members because, ultimately, if the users are not enjoying the design, they are most likely to close the platform and never come back. It is crucial to keep people’s attention alive and enjoy the digital environment you created for them. In a plan to do that, UI/UX takes a vital role.
One single thing can change the scenario of user interface design and make it one of the best for online business people. Just like how E-Delivery solutions transformed the entire business sector by giving them the flexibility to offer doorstep deliveries to customers. The integration of emotions in the UI/UX design can replenish the whole scheme here as well.
The way delivery concepts came into the market gave rise to the online business. Hence, one idea can entirely change the situations and dynamics. Same way, emotions can replicate it in the UI/UX design and make the online business world rise and shine.

Customers Are King

Customers deserve the treatment of kings, and everyone knows that kings don’t accept blind offers. Business people should first understand and know their customers and then move forward. UI/UX is getting popular because people require great experience when they surf the internet.
Also, in the internet world, they have more options, and they shift to another platform. The businesses running online need to put extra effort into making their online platform more attractive, and their ultimate savior is the UI/UX. Understanding your customers or, say, target audiences is the first step towards UI/UX design.

What Makes A Design Emotional?

Human brains react now and then, and organically, they stay away from what has given them negative instincts. Further, three essential factors give an emotional touch to design.

  • Visceral: Visceral is nothing but the first point of impact on the human brain when they see a particular object or thing or design. Most users take first impressions from the moment they first land on a new website. Hence, to make a design emotional, the first impression is what designers need to work on.
  • Behavioral: It happens when users scroll down in your online platform and further find what they are looking for, and what is running in the back of their mind is how easily they can find the items they search for, which makes an impact. The quicker they find things by scrolling and navigating, the more impactful your design.
  • Reflective: Users by differentiating between good and bad things for their own good. How the overall design reflects the user’s requirement is considered at this level, and hence, it is also the critical factor in emotional design.

All these factors are significant when you want to design emotionally and also the design that makes you reputable.

The factors which make Design emotional

Impact of Emotions in UI/UX Design

User Engagement And Connection

Emotions are something that make sense in human brains. What beautifies the things is the positive experiences that people get from it when they connect emotionally. That is the impact of emotional designs.
Actions that carry a positive reinforcement make people repeat them. Hence, when you have that emotional connection in your UI/UX design, you will increase engagement, and people will subconsciously be interested in your offerings. Thus, designers should be aware of these psychology principles when building tools to please potential customers.
The success of a website or app is dependent on the UI/UX because ultimately, users need to connect and have a good time, and for that, design is the most crucial criterion.

Lowers Down Bounce Rate

Most business people running a business online are worried about their sites’ bounce rates, and they never know the exact reasons why it is happening. But ideally, the most common answer that we get from customers is not convincing design. Inappropriate designs are something that doesn’t attract customers.
The emotional design is undoubtedly one of the effective ways to decrease your bounce rate, and that is possible because there will be more engagement and connection with users. Adding the flair of emotions makes the overall design more attractive and appealing, lowering the bounce rate for your online platform.


Now that you know how emotional design makes a difference from traditional techniques, you will offer something better to your customers. An exceptional design that considers emotional aspects will build a reputation for your online platform.
The more people will enjoy your site or app, the more they will introduce it to others, and this way, the reputation for your online platform is built. Hence, being a reputed name in the internet world will certainly be very advantageous.

Enduring Poor Experience

Alleviating a lousy experience is critical that UI/UX designers need to handle. Thanks to emotion-driven designs, they need to convert those bad experiences into positive experiences, which is very tricky. Also, 90% of users who have poor experiences will never return.
The best example mentioned here is how Google chrome helps people play the game whenever there is interrupted internet service. It keeps users engaged and makes them excited hence, these are the small things that you need to improvise to endure the poor experience that the users get with your online platform. Even if there is an error in page loading, you can keep them engaged and not be frustrated.

Emotions Personalized Your Designs

Personalization is the trend that is going on in the internet world, and most of the people running sites and apps are trying to integrate this functionality into their platform for better experiences.
There are websites or apps that you have noticed that give the results and recommendations based on your reaction or behavior. Popular eCommerce apps and sites are already using such concepts, which offers such unique experiences, and it is how users connect emotionally.

With these many advantages of emotions in UI/UX design, you can certainly stay ahead of the competitors. To deal with a increasingly competitive market environment, you need to catch people’s attention to stay ahead of them effectively. Ultimately, if you are giving users better experiences, you are certainly hitting the right chord.

Summing It Up

The significance of the UI/UX has increased a lot in recent times, and rightly so because users were demanding it, and most of us wouldn’t tolerate an awful design. UI/UX design needs to be very creative and innovative, and that we all know, but there is another angle that fills the gap of making a perfect design, and that is emotions.
Going through the entire article, you certainly understand how emotions play a vital role in interface design. A few changes in your designing methods, and you can see the significant difference in outcomes. Hence, emotions are undoubtedly critical factors you should consider for your custom UI/UX design.


Mariya Videva | UX Strategist  | UI/UX Designer

Mariya is an experienced User Interface (UI) and User Experience (UX) expert, with a strong tendency toward improving Customer Experience (CX). After a successful brainstorming session, she implements the user experiences used by millions of users thereafter.
There is no problem big enough for her not to tackle a solution to sometimes sophisticated user flows. User Experience Strategy sits at the heart of her actions, making her think ahead of time and beyond implementation.