A website's visual appearance is closely tied to its emotional impact, according to Aarron Walter. To create effective and aesthetically pleasing site designs, it's vital to think carefully about the emotional impression you're aiming for and the specific brand personality you're trying to communicate. "Let us think of our designs not as a facade for interaction, but as people with whom our audience can have an inspired conversation," Walter writes in his book, "Designing for Emotion."

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