Chapter 4: Emotional Engagement

As we’ve seen in Chapter 3, personality is by itself a powerful way to engage your audience. It helps people understand who you are and shapes how they interact with you, while setting the tone for the voice, aesthetic, and interaction design of your site.

The design persona we created in Chapter 3 was the blueprint for emotional design. Now we’re ready to use that foundation and start building concrete interaction patterns that harness the power of psychology to create positive, long-lasting memories of your site in your audience’s minds.

Life itself can teach us as we examine our own emotional responses. How do we react in moments of surprise, ...

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