Week 5 – Personalities

Week 5 Tasks

Compare and contrast the personalities of 4 websites within your sector. You should:

1) attempt to identify the personality traits that are being conveyed

2) discuss the usage of color, font, texture etc. to convey personality

3) consider whether Norman’s 3 levels of emotional design are relevant 

4) draw any parallels or conclusions


Why is Personality important in Visual Design?

As a Designer & a Developer myself, I think it’s very important to put personality in visual designs. No matter what kind of design you are working on such as a poster, website design, app design, typography, etc…when you put your personality in a Design along with design principles and guidelines, you are showing people what kind of designer you are. You are showing people how you see design and creativity.

Behind every design in the world, there is a personality. This matter can be debated but from my perspective, if there was no personality, there would be no design. It’s that simple. The choices and decisions you have made for that design come from something, what is that something? that something is personality.

1 – NHS – https://www.nhs.uk/

The NHS website above is a great example of a website that conveys trust, safety, and assurance. Why? The statement “We’re here for you” delivers a message to the viewers of the website they are in safe hands and that the NHS will take care of them. Words and phrases like that may not directly affect the viewers consciously, but subconsciously. I say this because a lot of websites in the services industry say similar statements.

In the context of the website of the NHS, I also noticed the general of the content of their website emphasizes the word “YOU”  – by “YOU” they are focusing on their viewers. This encourages empathy, as they are being sentimental. If language is used effectively on your website, you will be able to achieve. This is because the language has a massive impact on whether you get the customer or not.

The header image even has a patient dressed in white, while the nurse or doctor is in blue. This directly correlates with the branding guidelines of the NHS which is clearly white and blur. If the patient was wearing a green shirt or any other color, it will look very odd. As also, the image implies that you will be taken care off and you will get the treatment you need.

The average viewer that browses occasionally wouldn’t care as much as a viewer who doesn’t use the internet often. All services want to make their potential clients and customers feel they are dealing with someone they can rely on and they are guaranteed to have their service delivered upon first contact and approach. The usage of color, font, and texture has a direct impact on these personality traits.

The blue color, what does it tell us? what does the blue color mean? “Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity.” – http://www.color-wheel-pro.com/color-meaning.html

The font of the website is Sans-serif. According to research, Sans-Serif fonts are more readable via screens. They convey informality and innovation. Sans-serif is also simple, straightforward, easy to read, and neutral according to sources.

The texture of the website is flat and clean, and the colored plus icons on the website give a feeling of sense and reliability. The + designs have peaceful colors such as the green, light blue, blue, and a dark pink.

In the case of Norman’s 3 levels of emotional design, I think the NHS all the levels. Which are Visceral, Reflective, and Behavioral. I say this because when a viewer opens the NHS website, they may begin reflecting on whether they need to visit the NHS for a checkup or not, and from there they would book an appointment. As for the Visceral narrative, feelings are being involved directly. The act of behavior is existing due to the actual doing of booking the appointment itself.

2 – Ann & Robert H. Lurie Children’s – https://www.luriechildrens.org

Straight away, my first impressions that this website and service is dedicated to kids, and only kids. Why? because there the hero image states “All, for your one.” – which is correlating with your son or daughter. The blue color seems to also be the primary color for this website. Which is also the color that the NHS is used.

The blue color is commonly used in the industry by businesses in general. I believe this shows how much the blue color conveys and how powerful it is.

The personality traits that I receive from this website is friendly, positive, and trustworthy. I say this because you need to be able to trust the facility with our kids, that they will be able to help them and give them what they need when they need it.

also, notice the “Best Children’s Hospital” award/badge right on the left. That’s instant empowerment to the personality trait of being trustworthy. Using imagery, color and texture are indeed one of the best ways to convey these traits and I believe they have been used effectively for the reasons mentioned above.

There are many images of kids and mothers, which emphasizes the purpose of this hospital. It’s directed and specialized for kids.

The font is Sans-serif, which again is simple, straightforward, easy to read, and neutral according to sources.

Because the website has a link for Finding a Doctor, donating, and several other links, this automatically links to Norman’s 3 levels of emotional design. The website does utilize all three levels. Behavioral, Reflective, and Visceral. I do think most healthcare websites and hospital services convey these three. After all, a hospital is a hospital. They need to make their patients feel safe, cared for, and are in the right position for treatment.

What also makes the website look a little more relevant to children is the Train vector. Trains, cartoon characters, and bright elements are within the categories of children enjoyment and environment. So I do think it’s a great touch by the facility to do this.

3 – BabyLon Health – https://www.babylonhealth.com/

Initially, when I opened the website, I wondered where the key statement of the website was in the header. I sort of didn’t understand what’s the purpose of the website until I looked closer and realized the information/text under the search bar “I want to talk to a GP”. It seems every few seconds that text changes to questions such as “How can I treat a cold?”, “I have a headache”, and other sentences and phrases.

I think this is a unique approach because this helps with encouraging users to use the search facility more. You can search symptoms, book for a doctor, and perform other various searches. I also noticed how website colors are based on the logo, their brand. This is a powerful approach because they reinforce their branding this way.

The personality traits that I felt from this website are trustworthy, organized, and reliable. I felt they were organized because of how clean and neatly laid out the content is. It really does make a difference and this is why I personally always stress on creating a professional website. How you present yourself, your business will make a significant impact on your sales.

The dark purple, cyan, and pink give a sensational feeling of relaxation, peace, and calmness. The patient photos with their smiles and positive attitude reflect happiness and that the patients will get their treatment successfully.

A sans-serif font is being used throughout the site. Simple, straightforward, easy to read, and neutral. I do believe most healthcare websites will be using a Sans-serif font because so far I have not seen any website that uses a Serif font. A Serif font would usually be used in the fashion industry and luxury products.

4 – Nice.org – https://www.nice.org.uk/

Nice.org is a different website that contributes to the healthcare industry by compiling the institutions that provide health care services for the citizens. While it is not directly a healthcare institution itself, it still supports it and so I wanted to take the opportunity to analyze it and see how they represent the healthcare brands.

“Improving health and social care through evidence-based guidance” is the header and key statement of the website. Which has been given a great visual hierarchy to help me establish what the purpose of the website is.

Further on, the colors that are being used are dark and are not as bright/contrasting compared to the other healthcare institutional websites that I analyzed.  I believe this is because the website doesn’t aim to be visually appealing or exciting, but instead let users do something to find the information they need.

For a website like Nice.org, they don’t need to stress on the visuals, but more on the functionality.  As also, the primary font of the website is a Sans-serif.  The only imagery available is the section of “Explore Nice”. In the latest news section, there is also an image due to the twitter post.


Overall, the websites that I have analyzed are implementing modern design standards which is positive and great. It is also important to note that businesses and cooperations are being more aware of the necessary visual standards of interfaces. Which makes me feel I need to be updated constantly with what’s trending and change, as the design world changes.

What are modern design standards? modern design standards are the level of design that meets our current years and generation of technology. Design trends, patterns, and qualities of perception change often. From year to year, new technologies emerge, and from these emerges you’ll see changes in design and how it is constructed for appropriation.

A great example of this is the release of iPhone X and devices with the “Notch” at the top of the phone. Usability & the user experience of the phones change due to some devices not having any button at the bottom to go back home or close any applications. This creates more space for designers to utilize their creativity at their best.

In design, specifically UI Design & UX. Modern design standards also refer to matching trendy designs and how different elements are being incorporated in interfaces.

Some examples of modern design:

  • Using shapes and gradients.
  • Big sized texts & fonts.
  • Simple & clean layout.
  • A limited number of colors.
  • Great use of imagery, such as within cards for information.

Examples of old and low quality looking designs:

  • Glossy and cheap looking. Glossy gradients with a white shine are no longer used today in modern design.
  • Navigation with bars that are horrible to look at, navigation is no longer made like the images above.
  • Content is displayed in blocks, and this is not how it’s done in modern design standards today as well.


Walter, A. (2018). Personality in Design. [online] Alistapart.com. Available at: https://alistapart.com/article/personality-in-design [Accessed 25 Oct. 2018].

Learn. (2018). What it means to design with personality: 25 awesome case studies – Learn. [online] Available at: https://www.canva.com/learn/graphic-art/ [Accessed 25 Oct. 2018].

Loopaa. (2018). Personality in design – Loopaa. [online] Available at: http://loopaa.ro/personality-design/ [Accessed 25 Oct. 2018].