Why emotions are key to impactful websites

Humans like to fancy themselves logical beings, but anybody with some sense will tell you that most people are ruled by their emotions. Emotion drives sales, engenders trust, establishes arguments, makes points, captures attention and builds the bridge between disparate factions with vastly different goals. In essence, any objective you’d like to reach through design will require an emotional investment on the part of the user. Interactions happen consciously and subconsciously. As soon as someone sees your site, an emotional reaction occurs subconsciously – that in itself is an interaction. Likewise, users also need to consciously decide how and where…

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