From Smashing: Emotional design has become a powerful tool in creating excep­tional user expe­ri­ences for websites. However, emotions did not use to play such an impor­tant role on the Web. Actu­ally, they did not use to play any role at all; rather, they were drowned by a flood of rational func­tion­ality and effi­ciency. · Go to Not just pretty: Building emotion into your websites →