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Using Characters in Web Design – Adding Personality and Emotion

A vibrant assortment of cartoon characters showcasing colorful personalities and emotions for use in web design.

by Kade McConville

3 minutes

Web design has come a long way since its inception in the early 1990s. It has evolved from simple static pages to complex dynamic websites that can be accessed from anywhere in the world. One aspect of web design that has gained popularity in recent years is using characters. Characters are a great way to add personality and emotion to a website. This article will explore how characters can be used in web design.

The Psychology of Characters

Before we delve into how characters can be used in web design, we must understand the psychology behind using characters. Characters can evoke emotions and convey messages in a way that words and images cannot. They are relatable and can create a sense of connection between the user and the website. Characters can also guide users through a website, making the experience more engaging and enjoyable.

Using Characters in Web Design

There are several ways that characters can be used in web design. One of the most common ways is to use them as mascots for a brand or website. Mascots can be used to represent a company or product and can help to create a memorable brand identity.

For example, the Twitter bird was a well-known social media platform mascot until the recent rebrand to “X”. The Michelin Man remains iconic; the same goes for Mickey Mouse, Ronald McDonald and those Meerkats. Hang on, I’ve just thought of another from the past…the Microsoft Paperclip!

Characters can also be used to guide users through a website. This is particularly useful for websites with a lot of content or complex navigation. Characters can point users in the right direction, provide helpful tips, or make the experience more enjoyable. For example, Google uses Googlebot to guide users through its search engine.

Another way characters can be used in web design is to add personality to a website. Characters can be designed to reflect the tone and style of a website, making it more engaging and memorable. 

Choosing the Right Character

When choosing a character for your website, it is important to consider the message you want to convey and the audience you are targeting. The character should be relatable to your audience and reflect your brand’s values. It should also be visually appealing and easy to recognise.

It is also essential to consider the style of the character. Should it be realistic or cartoonish? Should it be human or animal? The character’s style should reflect your website’s tone and style.

Using Animation

Animation can bring characters to life and make them more engaging. Animation can create movement, express emotions, and add humour to a website. However, it is vital to use animation sparingly and not overload the user with too much movement.

Accessibility Considerations

When using characters in web design, it is crucial to consider accessibility. Characters should be designed with accessibility, ensuring they are easy to see and understand for users with visual impairments. Providing alternative text for images, including characters, is also important to ensure that screen readers can understand them.


Characters are a great way to add personality and emotion to a website. They can be used as mascots, guides, or simply to add personality to a website. When choosing a character, it is important to consider the message you want to convey, the audience you are targeting, and your website’s style. Animation can be used to bring characters to life, but it is important to use it sparingly. Accessibility considerations should also be considered when using characters in web design. Using characters effectively can create a more engaging and memorable website for your users.

Build a website that is attractive and easy to use with the help of EMBARK. We are a web design and marketing agency specialising in creating beautiful, user-friendly websites. Our experienced web designers will work with you to create a website that meets your needs. Contact us today to learn more about how we can help.

Kade boasts over a decade of experience in WordPress development and mastery over ecommerce platforms like WooCommerce, Magento, Shopify, & NorthCommerce. A Business & Law graduate from the University of the West of England, Bristol, he pairs his technical expertise with a love for video games, live music, and film. Kade's passion for wellness is evident in his marathon runs across European capitals, raising funds for mental health charities. Proud dad to his two kids.

Kade McConville


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