How we feel as we visit a website can make all the difference in how long we stay, how much we purchase, and whether or not we return. We must realize that there are both positive and negative feelings. In this article, I discuss three of the positive emotions we, as website designers and/or owners should aspire to.

Emotion #1. Pure delight with a newly visited website offers surprise and joy because there are so many others that elicit negative feelings and emotions.

• A website can be fun and exciting. It is our assignment to figure out ways to make them so. Interesting, ever-changing and updated content, helpful resources, free offers and surveys, along with well written e-newsletters all combine to succeed with this reaction.
• The website has just what you are looking for -- either in the form of information or the product of your dreams at the perfect price and with an easy to use shopping-cart experience.
• The website portrays the perfect tone for its purpose. If it is a designer