People are emotional beings. To reach them we must learn to convey emotions through our web site. Creativity, mailing list, rewards, online utilities, and other interactivity help promote the friendliness of the site. Colors can be one. Bright colors stimulate activity and subdued colors encourage reflection.
Oranges can be inspirational.
Blues deliver soothing experience. Reds inspires us to do something. Corporate web sites can have the blues. Promotional web site can use yellows and orange. Web Typography is very important too.