11 Web Designing Principles

Are you looking to increase your website’s conversion rate? As any knowledgeable marketer knows, good web designs can make a tremendous difference. In this article, we will be outlining 11 web design principles that can help to increase your conversion rate.

In general, marketers tend to place a large emphasis on SEO, staying current with social media, and more. These aspects are important for marketing; however, the design of your website* is important and needs to include these elements.

Research shows that almost half of all people say that the aesthetic and design of a website is the most important in terms of the website’s credibility. Because of this, your design must look clean and professional.

The aesthetics and appearance of your website are important because most people spend more time browsing on appealing and well-designed sites than on those that are confusing or boring. To attract people to read and engage in your posts, you must design your website well.

Nearly 38% of all people who go to your site will end up leaving if the site does not look attractive to the eye. That is a lot of people that you are losing.

If you ignore web design, it can be detrimental to your success. If you are not fluent in web design, hire a web designer or freelancer to make your website shine.

Below are some of the most important web designing principles that you will boost your conversion rates:

  1. Use Hick’s Law
  2. Implement the Rule of Thirds
  3. Be in tune with Patience Levels
  4. Take Advantage of the Negative Spaces
  5. Consider Using an F-Layout
  6. Colors are Important
  7. Always Remember K.I.S.S.
  8. Think About the 8-Second Rule
  9. Implement the Gestalt Similarity Principle
  10. Increase Familiarity with Faces
  11. Use High-Quality Images
  1. Use Hick’s Law

A theory named Hick’s Law is used in web design. The name ‘Hick’s Law’ comes from a British psychologist by the name of William Edmund Hick. This law explains that the amount of choices someone has affects how long they take to make a choice. If more options are available, it takes longer for people to decide, or they may even end up walking away.

This law relates to web design because if one choice is more appealing than the other, the person in question is more likely to make that choice. Also, if you limit the number of choices that a user has, that can help. Below are some choices that people will have to make when visiting your website:

  • Should I use the navigation bar or scroll down further?
  • Which blog post sounds the most interesting?
  • Should I leave a comment? Should I share this on my social media?
  • Is this worth buying? Are the reviews good? Is there something else I want more?

A visitor will have to make many choices while on your site. Bear in mind that users can feel overwhelmed with the number of choices that face them, so it is important to try and cut back on the number of decisions they need to face.  Here is one way you can reduce the number of decisions a user must make:

  • Consider Using a Welcome Mat – A welcome mat that covers your entire homepage can implement the idea of an all-in-one call to action. This way, there is only one choice facing the user at first glance. Users will need to scroll in order for more content with more choices to appear. To have more options, they will need to scroll down further.
  1. Implement the Rule of Thirds


While the Rule of Thirds is a well-known rule in photography, you can also apply it to web design. The Rule of Thirds essentially states that you are meant to divvy the webpage into three parts, both running horizontal and vertical, thus resulting in nine equal parts.

When following the rule, the middle four sections are meant to be the strategic laces to draw interest. When you place your most important information in these four sections, you are making a larger impact because people will focus on them.

When you look at any website, the navigation bar is never near these central parts. Your design should draw your user’s focus to the main idea of the page rather than other choices.

While you do not need to use the Rule of Thirds for every part of your site, using it strategically can boost your conversion rates and be a valuable tool. One trick is to draw out your site before you do it so that you can see whether you want to use the Rule of Thirds or not.

  1. Be in Tune with Patience Levels


Humans are inherently impatient, so when they visit a webpage that does not give them instant gratification, they will likely leave. Research has been done to show that if a page does not load within a single second, nearly 10% of all people will leave.

When it comes to loading speed, fast speed is key. Every single second counts. To combat this, troubleshoot any problems that come with loading and make sure that you use to following tools to ensure that your loading speed is fast:

  • Google Page Speed Insights
  • Pingdom
  • KeyCDN
  • Sucuri
  • GTMetrix
  1. Take Advantage of the Negative Spaces


Negative space is any space on the page that is white or blank. On the other hand, positive space is any space on the page that has content, while negative space isn’t the opposite.

Though it is called negative space, it isn’t a bad thing. In fact, without this negative space, your web page would become jumbles and overwhelming. It not only refers to the space between large sections, but also refers to the spacing between paragraphs, between letters, and more.

When you are designing your webpage, be strategic about your negative space, and take advantage of its pros and cons. Make sure that your webpage is easy to read and doesn’t become too much. Below are some tips on how to properly use negative space:

  • Smaller Font= More Space
  • The line-height should be 150% of font size
  • Smaller fonts need larger line heights
  • Don’t have super long paragraphs
  • Add space between your large sections (header, body, etc.)


  1. Consider Using an F-Layout


Research on web design and layout has shown that the most readable and natural layout to view is an F-layout. Naturally, a viewer’s eyes will read and look from the left to the right side; then, they will glide downward. Therefore, the area of the page that gets the least amount of interaction is the bottom of the page.

Knowing how to take advantage of this can help to boost your conversion rates. For example, place your less important items at the bottom of the page while placing your more important items at the top.

  1. Colors are Important


Color is not often seen as super important when it comes to web design, but it is. It can play a significant role in the mood of the website and the appeal to your viewers. For example, different combinations of colors can bring out different emotions.

Be tedious in choosing a color for your website because you want to be sure that you set the intended mood. Gather photos or inspiration of colors for your brand then look at them all together. This step will help to show you the color scheme and emotion.

It is also a good idea to have some contrast or to break up your colors. For example, using contrasting colors in your call to action or header will make those specific areas more readable and stand out more.

This way, the viewer’s eyes are drawn to these areas, and the most important information receives emphasis.

  1. Always Remember K.I.S.S.


K.I.S.S. is a common acronym used to say, ‘Keep it simple, stupid,’ and it is so true, especially in web design.

You don’t want to have a jumbled and overwhelming mess on your web page. Instead, you want to make sure that you keep it simple and readable to every audience. When you are designing your page, be on the constant lookout to find ways to make it even simpler.

Hick’s Law also comes into play here because while keeping it simple, you also want to reduce the number of choices. Minimize all of the distracting features of your page and only have what is important.

The human eye does not do well with seeing too many things at once. Making your webpage simple will enhance the experience of the user while also making it easy to read. One great example of simplicity is the Apple website.

  1. Think About the 8-Second Rule


The 8-second rule states that you have an average of 8 seconds to grab a reader or viewer’s attention before they lose interest and leave your page. That is a minimal amount of time, so make sure that you have a visually appealing site to grab their attention.

With such a small amount of time to grab their attention, here are some key things to consider:

  • Have a compelling headline
  • Make your homepage eye-catching
  • Emphasize the call to action
  • Make your buttons simple and easy to see
  • Have interactive content (images, videos, etc.)
  • Have hover effects
  1. Implement the Gestalt Similarity Principle


The Gestalt principle states that the whole is merely a sum of the parts. Users will interpret the entirety of your website differently than its individual pieces.

One part of the principle states that naturally, the human eye groups certain objects or things together to make sense of them. Because of this, you want to group things that are similar to your webpage.

For example, you can place a form right below a call to action so that they are further connected, and the human brain coordinates the two as one.

These ideas also go along with the 8-second rule because if everything is simple, grouped, and visually appealing, you will likely grab the viewer’s attention quicker.

  1. Increase Familiarity with Faces


People love things that they can relate to, and what can they relate to more than other humans? When a human sees a photo of another human, they immediately feel a connection to them.

Studies have shown that placing photos of people on your home pages and articles will boost the amount of interaction and conversion you get.

If you are the main face of your company, get a photoshoot done of yourself. One important thing to implement into this photoshoot is to make sure there is a negative space on one side. This space leaves room for a testimonial or calls to action.

If you are not the primary face of your brand, you can still hire people or use stock photos. When choosing the photos, however, make sure that you are representing your brand accurately.

  1. Use High-Quality Images


With any images that you add to your site, you want to make sure they are of good quality. There is nothing that deters viewers more than bad quality images.

Images can make or break your conversion. With an emphasis on visual appeal, bad and blurry images can make a viewer not trust the integrity of your site.

Also, avoid any obvious stock photos that are bland that people cannot relate to. Instead, find images that are compelling and will trigger an emotional response with your audience. You want photos that will make your audience relate to your site, so unemotional stock photos will not do the trick.



Now that you know the top 11 pieces of advice for web design, you can make your website visually appealing and boost your conversion because of it. Look over these 11 tips and see which ones you have done successfully, as well as which ones you lack in.

Maybe you have a good negative space, but your webpage is too jumbled. Perhaps you have high-quality images but don’t successfully group the areas of your site. Whatever it may be, find where your weak spots are, and work on those.

These problems are not hard to fix, they just take some tweaking and adjusting, but they are definitely worth it to maximize your conversion.