Depending on the nature of that goal, they are likely to be in a particular frame of mind. Anticipating the viewer's initial mental state can help you decide what style to use to present your content. For example, if I'm looking for medical information because I'm ill, I may be feeling anxious and tense. If I'm looking for a joke of the day, on the other hand, I'll want a site that will lift my spirits, surprise me, be outrageous, and make me laugh. All elements of site design contribute to the overall tone, or feel, of a site.
Colors can soothe or excite.
Words can be playful or formal. Photos can be funny or terrifying. Font faces can evoke either a sense of stability or one of motion. Even the use of blank space on Web pages can add to their emotional impact. Consider an example.