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. Let's say I own a furnace-cleaning company.