There are also some types of participation which are definitely not cool. Physical meetings support that lack self-assurance. Pushed content that does not remain laid-back. Personalisation that is grossly inconsistent, highlighting that it is created by a machine. Emotional involvement Emotions and moods play a role in coolness, and hence also in your website content.
Different people use emotions it in different ways.
The way you use emotions in your website must fit with the rest of your cool style. Some ideas below, but only use them if they are consistent with your cool style. Controlled emotions - demonstrating laid back handling of emotionally difficult situations. Exploration - discovering new emotions, or new variations and combinations of familiar emotions. Poetic emotions - combining emotions or extending them to new limits.