Use human faces and eye contact
Posted: Sat Sep 27, 2025 1:14 pm
We’re biologically wired to recognize faces. A direct gaze establishes trust and captures attention.
Example: Landing pages with models looking directly at the user tend to see more engagement in A/B tests.
Harness color psychology.
Colors evoke immediate emotional responses. Use them with intention.
Example: Amazon uses malta telemarketing database orange for its “Buy Now” buttons to evoke excitement and urgency, triggering impulse behavior.
example of Amazon's orange buy now button
Add microcopy that feels human.
Small language choices have a huge emotional impact. Speak like a person, not a prompt.
Example: Slack uses onboarding messages like “You’re doing great!” to give users encouragement like they would receive from a friend. This eases friction and helps drive activation.
These emotional hooks are central to strong representation in marketing, showing diverse faces, inclusive messaging, and authentic stories. When users feel seen and reflected in the content, emotional resonance multiplies. And so does engagement.
Simplify to Convert: Reducing Cognitive Load and Decision Fatigue
More choices don’t lead to more conversions. They actually lead to paralysis. When users feel overwhelmed, they bail. The prefrontal cortex fatigues quickly, and without clarity, the brain defaults to inaction.
Here's how you can design to simplify:
Limit calls to action.
Focus on the user. One strong CTA is more powerful than five weak ones.
Example: Instead of multiple signup buttons, Dropbox emphasizes one path: “Try for free” which makes it easier for users to make a decision.
example of dropbox try for free user path
Source
Use progress indicators to trigger completion bias.
We’re wired to finish what we start. Progress bars create psychological momentum.
Example: TurboTax visually tracks steps completed during onboarding, making even taxes feel satisfying.
Chunk content into digestible units.
The brain can’t process walls of text. Break ideas into sections, bullets, and clean visuals.
Example: Apple’s product pages use white space and modular content to reduce cognitive friction and seamlessly guide action.
Example: Landing pages with models looking directly at the user tend to see more engagement in A/B tests.
Harness color psychology.
Colors evoke immediate emotional responses. Use them with intention.
Example: Amazon uses malta telemarketing database orange for its “Buy Now” buttons to evoke excitement and urgency, triggering impulse behavior.
example of Amazon's orange buy now button
Add microcopy that feels human.
Small language choices have a huge emotional impact. Speak like a person, not a prompt.
Example: Slack uses onboarding messages like “You’re doing great!” to give users encouragement like they would receive from a friend. This eases friction and helps drive activation.
These emotional hooks are central to strong representation in marketing, showing diverse faces, inclusive messaging, and authentic stories. When users feel seen and reflected in the content, emotional resonance multiplies. And so does engagement.
Simplify to Convert: Reducing Cognitive Load and Decision Fatigue
More choices don’t lead to more conversions. They actually lead to paralysis. When users feel overwhelmed, they bail. The prefrontal cortex fatigues quickly, and without clarity, the brain defaults to inaction.
Here's how you can design to simplify:
Limit calls to action.
Focus on the user. One strong CTA is more powerful than five weak ones.
Example: Instead of multiple signup buttons, Dropbox emphasizes one path: “Try for free” which makes it easier for users to make a decision.
example of dropbox try for free user path
Source
Use progress indicators to trigger completion bias.
We’re wired to finish what we start. Progress bars create psychological momentum.
Example: TurboTax visually tracks steps completed during onboarding, making even taxes feel satisfying.
Chunk content into digestible units.
The brain can’t process walls of text. Break ideas into sections, bullets, and clean visuals.
Example: Apple’s product pages use white space and modular content to reduce cognitive friction and seamlessly guide action.