Designers should always consider how their work will be

perceived, by those looking at it, and using it.

When people look upon a homepage or app screen for the first time,

there's always an initial reaction, and it happens within a fraction of a second.

It involves their reaction to colors, words, and

pictures, as well as the expectations of the user.

Are they seeing something they expected?

If not, are they pleasantly surprised?

Or are they annoyed by the content on the screen?

Well, lets consider the possible emotions our users might

feel, by considering some important research on the topic.

Dr. Robert Plutchik, was a psychologist who

did a great deal of research, on emotions.

In 1980, he defined the wheel of emotions.

Identifying eight primary emotions, the variations

and, the relationship between each one.

The eight basic emotions include, joy, trust, fear,

surprise, sadness, disgust, anger, and anticipation.

By looking at that list, there should be some emotions we clearly don't want our

users to feel, when they come across our

designs, such as sadness, disgust, anger, and fear.

When you're presenting a website, an app, even

advertising materials, it's important to focus on positive emotions,

like joy, anticipation, surprise, and especially trust, as they

can have a longer, lasting effect on the user.

So, how can you, draw out these emotions from your users?

Well if you hope to build in some

positive anticipation, when people use your site, fill

your site with interesting content, and link to

pages with compelling calls to action, and logical links.

Product pages with descriptive text and

compelling images, and/or some videos, can drive

people to want that product, leading them to be more quick, about ordering it.

Surprise can be a powerful emotion, that compels users to share what they

found with others, this is especially strong, for first-time users on a site.

First impressions are extremely important.

And if you consider how interested people are,

in sharing new discoveries, across social media, a

great design, interesting content, or fun features, can

get you some links on Twitter, Facebook and beyond.

When you think about spreading joy on your website.

Does that mean putting up pictures of unicorns and kittens?

Yes, yes, it does.

But, joy also means something different to everyone.

For some, it means reliability, and being able to use

an app, to get important financial information, at a moment's notice.

It could mean connectivity, and being able to see

baby pictures of your nephew, right after he's born.

It could also mean, just being positive, so any interactions with your

website users, should be professional, honest, and, end on a positive note.

And for websites and business alike, trust, can

be the most important emotion, worth appealing to.

Even without joy, surprise, or anticipation, if

a user trusts the business in question, they

will be more willing to make a purchase from them, over one that they don't trust.

With privacy and security central to many consumer's minds these days, websites that

instill trust in their users, will have a great advantage, over any competitor.

However, trust applies not only applies to the transactional nature or

a website or app, but also to the people behind it.

Connecting with the people behind a business, is more common these days,

with the rise of social media, and the demand for instantaneous interaction.

When businesses and individuals create these

connections, and being to build followings

that they can engage with, influence, and trust, can become a powerful combination.