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. Let's say I own a furnace-cleaning company. I've discovered that the first time people look for my services, they feel anxious.