Have you ever wondered why some users perceive information on a website differently than others? Why a seemingly simple, unobtrusive illustration on a form page can have a stunning effect compared to a photo? The answer is simple. Web designers strive not just to “draw” a site, but to use it to influence the user’s inner world, to engage and attract their attention.
Typically, the work of a web designer is based on using web standards, planning, choosing fonts and materials, and developing navigation. But as the real world evolves, so do internet standards, and it’s easy to see how website design has transformed. Today, designers manage to create user interfaces that draw attention with their beauty, ease of use, and even evoke emotional responses.
How is this achieved, and what does it look like? Below, we’ll explore a few examples of interface elements that bring emotion and elevate the user’s mood.
Minimalism
Web design standards are well known, and quality websites can’t be created without them. However, if you look closely at modern trends, one element stands out like a tidal wave across the internet: minimalism. Minimalist design adds a sense of classic sophistication and highlights the refined taste of both the owner and the creator. It also brings the user one step closer emotionally.
Here are a few examples. Notice how web design experts use just two or three colors, combine minimal content with strong visuals, and still manage to convey the full message about a project or company.
Gamified Elements
People often browse websites passively, distracted or in a low mood. But over the years, we’ve learned that a site’s interface can actually affect their emotional state. Some designers take advantage of this by adding animation and interactivity to the interface.
For example, the cursor might change when hovering over a link or button, or a logo might animate — say, the letter “A” appears from scattered pieces when hovered over. Icons might change in size or color intensity, and fonts may shift between styles. Surprisingly, users enjoy this, as long as it’s not overdone.
A great example is Neonmob, an online platform for collectors and artists. It’s especially popular in Western countries among fans of badges, stamps, coins — and digital artwork.
Video
Short realistic videos (not animations) are increasingly used. Designers often apply videos as background content, layering text and icons over them.
Many people prefer absorbing information visually or through audio, rather than reading long blocks of text. If the video includes an engaging story or charming characters, user engagement is practically guaranteed.
A clear example is the website volkswagen-coccinelle.fr/espritcox/. The video shows an artist at work on the Volkswagen logo. Visitors feel connected to something intimate and creative within this iconic company, and the visuals evoke a strong emotional response.
Comics
Believe it or not, comics are a legitimate art form, so using them in web design is far from unusual. They can resonate with a wide range of users — not just the target audience. Personality is what reflects our emotions. Whether we’re scared, lazy, busy, focused, practical, or cheerful — comics can represent any of these traits.
Comics are ideal for logos or mascots. For example, Ubisoft’s logo features an infinity spiral, but they also have a playful rabbit mascot (Rabbid), seen throughout their websites. Meandoli uses a full comic style for its entire site design.
Parallax Effect
Apple first introduced the parallax effect in iOS 7, and it has since become popular in web design and desktop environments. Parallax can appeal to both hearing and vision, and as users scroll to explore content, they stay engaged — often without realizing it.
Parallax isn’t just about animation — it creates an illusion of depth. Users feel immersed, as if they’re interacting directly with the interface and complex technologies.
Standout examples include the Discovery Lab project from dementialab.org and Thief 2014 (thiefgame.com), where animated city streets or detailed objects are paired with text and special effects.
Portraits
Yes, emotional portraits are also part of web design — high-quality photos of people, skillfully retouched in Photoshop . People prefer doing business or communicating with a real person, so visual contact is essential.
Such photos strengthen connections with both the target audience and new visitors. This design style is often used in music or film websites, such as Yulia Gavrilova’s (The Voice-4) page or the design studio Bokche.
Conclusion
Finally, let’s acknowledge that emotional design has its downsides. Not everyone reacts the same way to a website’s appearance. As they say — “you can’t please everyone.” Still, any emotional response is better than total indifference.