Eye-tracking research shows that people follow predictable scanning patterns on web pages, often focusing on the top and left areas first, then zig-zagging or “layer-caking” through headings and highlights (Pernice, 2019; Nielsen Norman Group, 2017; Ramotion, 2025).

At the same time, studies on color psychology indicate that up to 62–90% of first impressions about products can be driven by color alone, shaping both emotion and perceived quality (Ali et al., 2021; Arabi, 2017; Casas, 2019; Concept Studio, 2025; Insights in Marketing, 2024).

And the tiniest text on your interface—microcopy—can lower cognitive load, reduce friction, and significantly boost conversion when it clearly guides users and reflects a consistent, trustworthy voice (Dykes et al., 2025; van Veen, 2025; Slickplan, 2018; Toptal, 2023; Wanderland Agency, 2024).

This article is about those three levers:

Layout & visual hierarchy

Color & emotional signalling

Microcopy & conversational guidance

You’ll also get:

A practical 30-minute Design Psychology Review you can run on any page

A FAQ answering common design-psych questions