Summary

By attempting to create an emotional connection with the user through technology, there's always a risk, as with human relationships, that it will fail. The proposed emotional connection might not resonate with some users; they might not understand the context or they just might not like it due to personal reasons. As long as the brand stays true to itself and the design is thought through, the majority of users will interact with the website, enjoy the tone of the personality, and love the little UI gems hidden in the user journey. In the next chapter, we'll explore the importance of UI design for the user and the product, and how the elements in the user interface improve usability.