Skip to main content

Inside your audience's emotions: the journey of a digital designer

Posted in Design on November 30th 2016
author photo
Vice President and Co-founder at IT Consultis

"How to create a good looking website?"


If you are an avid designer, you must know that designing a unique and creative website could be very tricky as it is a strategic exercise in both organization and stylistic problem solving.

Before answering the question above, you should first know how to be a great digital designer.

To be a true and successful digital designer you need to:

  • Have an extensive understanding of how much the User Experience affects the final design. How users want to get something out of there, by making it rich in effects and eye-popping yet simple and accessible. "88% of online consumers claim that they are less likely to return to a site after a negative user experience"[1].

  • Give a brand identity to the website, keeping in mind that each brand has its own individuality. A full-skilled designer would create something out of nothing but still representing the company’s perspective and its products.

  • Have multiple skillset. The more tools, skills and knowledge you have in your belt, the more you can creatively contribute to or direct various aspects of a project. A designer who can execute or influence the UX, design style, photography, 3D and development of a project is a management level designer. A successful designer needs to have also a "marketing mind". The design should always be linked to the content to provide a perfect user experience and user interface. Remember that everything you design is directed to your customers, if you don't consider this when you create a new concept then you will not be successful.

I get very uncomfortable when someone makes a design decision without customer contact. [2]

Now it comes to the question we asked before: "how to create a good looking website?"

There are 3 simple aspects that a digital designer should follow in order to create a highly demanded website:

  • First impression comes only once: the website’s design builds a strong first impression with users. Shaping it as a human-centered tool means making it easy to use and not making people guess how they are supposed to proceed. Also, having a responsive website makes you sure to get a perfect user experience from mobile. Imagine yourself browsing on WeChat and jumping on website from the platform; if this is not responsive you will immediately leave the website and look for other content on WeChat itself. Then, you need to check if your design is around people's actions and how your users are expecting to receive the information they want from an intuitive design. You also need to make sure that there is a clear visibility and that a common visual identity throughout the entire website is included so your visitors can understand your website’s interface. The most common mistakes that companies do are showcasing images that are not related to their business in the homepage, or inserting a video in a not perfect position of the page or even more not prioritising the content that they want to display. After you have worked on each page, make a quick survey and ask 10 people what they feel the macro goals of each page are and what are the micros. If you reach a good % of success, this means you are on a really good direction.

  • Design for emotions: by using specific fonts, shapes, icons or colors we can affect the way people feel about the products, services, or brands. Big brands spend a lot of time and money making sure their products look sexy, sleek and modern enough. One success story comes from Microsoft. When the Company decided to choose a particular shade of blue for Bing’s links in 2009, it gained additional income of $80 million thanks to that during the year [3]. It’s also not just the way it looks, but how it works and feels when you use it. Is it smooth, nice-to-touch at surface or with a fast loading? All these matter. Besides, never stop surprising your visitors by making something unexpected but positive. Even showing a “Thank you” message on a simple action, make interesting parallax scrolling effects, or employ animations when the cursor hovers over some elements. All of this taking into account that different calls to action should be displayed depending on the platform the user is accessing your website from and that all interactions can be registered. Someone that is visiting your website from a desktop will look for something different than another user coming from mobile, for example from a WeChat mini site. The first one may want more informative content, while the second more social.

  • Story telling. The main purpose is to get the users attention. Make it an interesting journey which can surprise, scare, make them laugh, or even inspire some to create their own websites with the amplified story!

When creating content, be empathetic above anything else. Try to leave the lives of your audience. [4]


Digital design is one of our expertise at ITC. Our work shows how much we embrace this concept.

A great example of innovative website made by ITC that embraces all the aspects above is Base China. The concept that was behind the design was to represent a day in a life of a young woman. From starting the day, to go working by bike and then switching off the lights for the good night. This concept was thought by the design team of ITC and the amazing designer Lyla Sulaiman working at Base China. All of that was put in a video journey that appears once the user gets on the website's home page.

You think that video and such codings would have an effect on performances? Check the Gtmetrix score here and try to make the website work within China. It trully goes at the speed of light. Best UX is for sure on Desktop.


Another world-recognized luxury brand Imperiali for selling cigar storage boxes above a million dollar with tourbillon watch and outstanding technology have worked with CLynk and IT Consultis to bring this very unique user interface to light. ITC has created an incredible feature, like mouse-triggered parallax effects, with massive use of JavaScript, adding a fully multilingual spice in the beautiful combination of digital art with this classic brand.


If you're interested to go deep in the topic, we recommend two amazing websites for you to browser some good digital designs: Awwwards and CSS design. Both recognize the best digital designs from different places in the world, from which people may find some inspiration and ideas. Remember, being a designer is a constant pursuit of inspiration.

IT Consultis is dedicated in delivering top quality digital design through all the projects with a focus on localisation. We are also here to improve the designs and UX based on gathering user data, analytics and A/B testing to improve even more the performance. Please see more examples on our project page for your reference and contact us if you want to know how to localise a good looking website for China or abroad!

[1][Scriptcase Blog: "UX design: data and statistics that prove companies its importance"]

[2][Dan Ritzenthaler, Senior Product Designer at HubSpot]

[3][CNet: "Behind Bing's blue links"]

[4][Rand Fishkin, Founder at Moz]