-The way a site "feels" determines the site's personality. This "feeling" comes from the emotions that the viewer has while surfing throughout the site. It should stay consistent and clear throughout the whole site.
-Your website can create an impression on the viewer through different kinds of features. These include colors, content, and visual elements. Make sure these tell the audience what you want your site to tell successfully. It also should unify your site along with appealing to your audience. It's important to make your site distinct compared to the rest.
-You want your site to be welcoming and trustworthy. The way the site looks can trigger thoughts in the viewer's head. For example, they could think the site looks unprofessional therefore can't be trustworthy.
-Make sure you consider things like the history of your clients' branding strategy, the audience's reactions and expectations, standing out from competitors, and associations with product when trying to come up with the right look and feel of your site.
-Colors can automatically change moods and puts the audience in a certain state of mind by associating it with experiences or symbols. For example, green is "fresh and relaxing, earth. It's balanced and calm." Blue is "cool and dependable, sophisticated, sky and water. Blue is full of depth, constant yet dynamic." Orange is "strong, vital, and hot. Orange is the warmest of colors, a healing and playful hue."
-Contrasting colors are opposite one another on the color wheel. They compete with one another for attention which can make sites full of energy. Analogous colors are ones next to each other on the color wheel. They provide a pleasing and tranquil kind of site because they are close in tone. Monotones are schemes that use a variety of shades in one color, or tints. They can express simplicity but can be hard to keep interesting.
When selecting color schemes, keep in mind that there should be a dominant color. The dominant color should be the color that tells your site's story. It could get confusing if there are too many competing colors. Colors can also have symbolic meaning behind them, so keep that in mind.
-Type can also give character to your website. Different typefaces can distinguish different meanings. Script-like fonts can show gentleness or elegance whereas block lettering can be bold and strong. There are many styles and there is one that will fit in with your site's story.
-Images and visual elements are also important. Some things you should think about when deciding this are: Is this element supporting the story? Does it keep interest or distract the audience? Does it reinforce the point of view and is it consistent with the rest of the website? Images are like representations of reality. They keep the audience's attention. They can also represent something without using text.
-Shapes help define personality. For example, each one has a distinct character. Squares are stable and mechanical. Circles are alive and complete. Triangles are smooth and dynamic. Organic shapes (man-made) are spontaneous and full of life.
Textures and patterns can take over personalities if they are too complex, however they can also help to make your site smooth or rough. They're a good supporting role.
-Your site could be professional and serious, or light and playful. It could be mysterious and need exploring. The personality of the site all depends on the audience's goals. Try to keep up standard web interactions. If it's too strange, it could distract and confuse your audience and in the end, loose them.