SlideShare a Scribd company logo
1 of 24
Download to read offline
How to build
emotional websites?
a presentation by Mateus Pinheiro and Sibele Castro
+
our previous presentation in Desic

our artifact, an interactive website
that aims to help designers choosing
the best fonts for their projects.
Are we using internet’s
full potential?
“attractive things works better!”
triggers our
creativity

makes us more
tolerant of minor
difficulties
Do you remember?
Combining the 3 levels,
you can make a design ...
●
●
●
●

Appealing
Effective
Pleasurable
Memorable
Implementing emotion
Humor

“humor is an effective way
to connect with people”
Breaks the ice
Makes people feel comfortable
Humor

“be careful!”
Humor is difficult to generalize
What is funny to someone might be ridiculous or even offensive to others

Know the user and the context of use
Avoid making people feel uncomfortable
Be subtle
Humor

Mailchimp (Marketing mail system)
Little jokes that doesn’t get in the way of the user’s workflow
There’s an option to turn off the jokes
Recognition

“we try to relate everything we see
to ourselves”
If we recognize content on a website — such as a problem,
dilemma, habit or whatever else — we feel connected and
understood.
Recognition
Dissonance

“patterns gives us ideas of
what to expect”
And we love to know what to expect!
Usability guidelines
Fit the user’s mental models
Dissonance

“but what if we
don’t do that?”
Dissonance

Two possibilities
Users will be lost and frustrated
(And you really don’t want that)

Users won’t mind breaking the habit.
In fact they will like the distraction

Sometimes the dissonance with their expectations
can be a positive or fun experience.
(but be careful again)
Dissonance
Tone of voice

“How you communicate with users
says a lot about your relationship
with them”
If you wrap a serious message in a humorous story, users
might not take you seriously.
Tone of voice
Engagement

“engaging people helps us build
relationships and positive
user experiences”
We don’t remind good usability and we are hardly surprised
to find the content we are looking for.
These are requirements!
Engagement

“We love to interact!
We love to customize!”
Using a different form of interaction can make your
site memorable.
Gamification.
Sometimes you need to be straightforward.
Engagement
Time to review
A design can be...

Implementing emotion

Combining them...

Appealing
Effective
Pleasurable
Memorable

Humor, Recognition, Dissonance, Tone of voice & Engagement
Conclusions
●
●
●

We become more creative if we are
confronted with something attractive
This creativity helps us solve problems
more easily
Emotions give us positive experiences,
making us happier and giving us better
recall

●

Internal design goals as well as
the needs, expectations and
context of users will determine
how the designer should
balance those three levels and
what to emphasize in order to
get the most out of the design
Thank you!
Any questions?

More Related Content

Similar to How to build emotional websites

No One Cares About Your Content (Yet): WordCamp Chicago 2013
No One Cares About Your Content (Yet): WordCamp Chicago 2013No One Cares About Your Content (Yet): WordCamp Chicago 2013
No One Cares About Your Content (Yet): WordCamp Chicago 2013Cliff Seal
 
Emotional Storytelling in User Experience | Seattle Interactive Conference 2018
Emotional Storytelling in User Experience | Seattle Interactive Conference 2018Emotional Storytelling in User Experience | Seattle Interactive Conference 2018
Emotional Storytelling in User Experience | Seattle Interactive Conference 2018Seattle Interactive Conference
 
Ux design summit guarding against an us vs them mentality
Ux design summit   guarding against an us vs them mentalityUx design summit   guarding against an us vs them mentality
Ux design summit guarding against an us vs them mentalityJohn Murray
 
Jack Morton: A brand experience agency
Jack Morton: A brand experience agencyJack Morton: A brand experience agency
Jack Morton: A brand experience agencyJack Morton Worldwide
 
Design Thinking Seattle: Empathy Extravaganza
Design Thinking Seattle: Empathy ExtravaganzaDesign Thinking Seattle: Empathy Extravaganza
Design Thinking Seattle: Empathy ExtravaganzaCatalyz
 
The Care and Feeding of Writers
The Care and Feeding of Writers The Care and Feeding of Writers
The Care and Feeding of Writers Josh Lowman
 
4 Lessons from My Career as a Designer
4 Lessons from My Career as a Designer4 Lessons from My Career as a Designer
4 Lessons from My Career as a DesignerTanarra Schneider
 
How to increase the effectiveness of your live chat performance?
How to increase the effectiveness of your live chat performance?How to increase the effectiveness of your live chat performance?
How to increase the effectiveness of your live chat performance?UserEngage
 
Training for customer service & team building
Training for customer service & team buildingTraining for customer service & team building
Training for customer service & team buildingSanjay Panchal
 
Design the Conversation: An approach to help you stay focused on the customer
Design the Conversation: An approach to help you stay focused on the customer Design the Conversation: An approach to help you stay focused on the customer
Design the Conversation: An approach to help you stay focused on the customer Sara Walsh
 
EGGS First Friday, May 2019 – Conversational Design
EGGS First Friday, May 2019 – Conversational Design EGGS First Friday, May 2019 – Conversational Design
EGGS First Friday, May 2019 – Conversational Design Andrea Othilie Rognan
 
Principles of Design
Principles of DesignPrinciples of Design
Principles of DesignMark Jenkins
 
Don't Kill Them With Powerpoint
Don't Kill Them With PowerpointDon't Kill Them With Powerpoint
Don't Kill Them With PowerpointEdwin See
 
Delivering audience focused presentations
Delivering audience focused presentationsDelivering audience focused presentations
Delivering audience focused presentationsPrayukth K V
 
Design feeling: A secret superpower
Design feeling: A secret superpowerDesign feeling: A secret superpower
Design feeling: A secret superpowerPetra Sell
 
UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"
UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"
UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"UX Antwerp Meetup
 
Design-Thinking-Workbook-Presentation.pdf
Design-Thinking-Workbook-Presentation.pdfDesign-Thinking-Workbook-Presentation.pdf
Design-Thinking-Workbook-Presentation.pdfssuser8c68c92
 

Similar to How to build emotional websites (20)

No One Cares About Your Content (Yet): WordCamp Chicago 2013
No One Cares About Your Content (Yet): WordCamp Chicago 2013No One Cares About Your Content (Yet): WordCamp Chicago 2013
No One Cares About Your Content (Yet): WordCamp Chicago 2013
 
Emotional Storytelling in User Experience | Seattle Interactive Conference 2018
Emotional Storytelling in User Experience | Seattle Interactive Conference 2018Emotional Storytelling in User Experience | Seattle Interactive Conference 2018
Emotional Storytelling in User Experience | Seattle Interactive Conference 2018
 
Ux design summit guarding against an us vs them mentality
Ux design summit   guarding against an us vs them mentalityUx design summit   guarding against an us vs them mentality
Ux design summit guarding against an us vs them mentality
 
Jack Morton: A brand experience agency
Jack Morton: A brand experience agencyJack Morton: A brand experience agency
Jack Morton: A brand experience agency
 
Design Thinking Seattle: Empathy Extravaganza
Design Thinking Seattle: Empathy ExtravaganzaDesign Thinking Seattle: Empathy Extravaganza
Design Thinking Seattle: Empathy Extravaganza
 
The Care and Feeding of Writers
The Care and Feeding of Writers The Care and Feeding of Writers
The Care and Feeding of Writers
 
4 Lessons from My Career as a Designer
4 Lessons from My Career as a Designer4 Lessons from My Career as a Designer
4 Lessons from My Career as a Designer
 
Emotional Design
Emotional DesignEmotional Design
Emotional Design
 
How to increase the effectiveness of your live chat performance?
How to increase the effectiveness of your live chat performance?How to increase the effectiveness of your live chat performance?
How to increase the effectiveness of your live chat performance?
 
Training for customer service & team building
Training for customer service & team buildingTraining for customer service & team building
Training for customer service & team building
 
Design the Conversation: An approach to help you stay focused on the customer
Design the Conversation: An approach to help you stay focused on the customer Design the Conversation: An approach to help you stay focused on the customer
Design the Conversation: An approach to help you stay focused on the customer
 
EGGS First Friday, May 2019 – Conversational Design
EGGS First Friday, May 2019 – Conversational Design EGGS First Friday, May 2019 – Conversational Design
EGGS First Friday, May 2019 – Conversational Design
 
Principles of Design
Principles of DesignPrinciples of Design
Principles of Design
 
Don't Kill Them With Powerpoint
Don't Kill Them With PowerpointDon't Kill Them With Powerpoint
Don't Kill Them With Powerpoint
 
Delivering audience focused presentations
Delivering audience focused presentationsDelivering audience focused presentations
Delivering audience focused presentations
 
Design feeling: A secret superpower
Design feeling: A secret superpowerDesign feeling: A secret superpower
Design feeling: A secret superpower
 
UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"
UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"
UX Antwerp Meetup december 2017 - "Design Feeling: A secret superpower"
 
Design-Thinking-Workbook-Presentation.pdf
Design-Thinking-Workbook-Presentation.pdfDesign-Thinking-Workbook-Presentation.pdf
Design-Thinking-Workbook-Presentation.pdf
 
Copywriting Tips
Copywriting TipsCopywriting Tips
Copywriting Tips
 
Sales_Pro
Sales_ProSales_Pro
Sales_Pro
 

More from Sibele Castro

Briefing campanha smd
Briefing campanha smdBriefing campanha smd
Briefing campanha smdSibele Castro
 
Creative industriesprojectmanagement gabrielsproject (1)
Creative industriesprojectmanagement gabrielsproject (1)Creative industriesprojectmanagement gabrielsproject (1)
Creative industriesprojectmanagement gabrielsproject (1)Sibele Castro
 
Teste de usabilidade
Teste de usabilidadeTeste de usabilidade
Teste de usabilidadeSibele Castro
 
Protótipo de navegação
Protótipo de navegaçãoProtótipo de navegação
Protótipo de navegaçãoSibele Castro
 
Horarios 4° semestre SMD
Horarios 4° semestre SMDHorarios 4° semestre SMD
Horarios 4° semestre SMDSibele Castro
 
Programação Media Week
Programação Media WeekProgramação Media Week
Programação Media WeekSibele Castro
 
Concurso logotipo SMD
Concurso logotipo SMDConcurso logotipo SMD
Concurso logotipo SMDSibele Castro
 
IHC- Atividade sobre acessibilidade
IHC- Atividade sobre acessibilidadeIHC- Atividade sobre acessibilidade
IHC- Atividade sobre acessibilidadeSibele Castro
 
Guia dos Bixos 2012- Frente
Guia dos Bixos 2012- FrenteGuia dos Bixos 2012- Frente
Guia dos Bixos 2012- FrenteSibele Castro
 
Guia dos Bixos 2012: Verso/Mapa do Pici
Guia dos Bixos 2012: Verso/Mapa do Pici Guia dos Bixos 2012: Verso/Mapa do Pici
Guia dos Bixos 2012: Verso/Mapa do Pici Sibele Castro
 
Semestre 1 - Horários / SMD
Semestre 1 - Horários / SMDSemestre 1 - Horários / SMD
Semestre 1 - Horários / SMDSibele Castro
 

More from Sibele Castro (13)

Briefing campanha smd
Briefing campanha smdBriefing campanha smd
Briefing campanha smd
 
Creative industriesprojectmanagement gabrielsproject (1)
Creative industriesprojectmanagement gabrielsproject (1)Creative industriesprojectmanagement gabrielsproject (1)
Creative industriesprojectmanagement gabrielsproject (1)
 
Teste de usabilidade
Teste de usabilidadeTeste de usabilidade
Teste de usabilidade
 
Cidadão caio
Cidadão caioCidadão caio
Cidadão caio
 
Protótipo de navegação
Protótipo de navegaçãoProtótipo de navegação
Protótipo de navegação
 
Briefing
BriefingBriefing
Briefing
 
Horarios 4° semestre SMD
Horarios 4° semestre SMDHorarios 4° semestre SMD
Horarios 4° semestre SMD
 
Programação Media Week
Programação Media WeekProgramação Media Week
Programação Media Week
 
Concurso logotipo SMD
Concurso logotipo SMDConcurso logotipo SMD
Concurso logotipo SMD
 
IHC- Atividade sobre acessibilidade
IHC- Atividade sobre acessibilidadeIHC- Atividade sobre acessibilidade
IHC- Atividade sobre acessibilidade
 
Guia dos Bixos 2012- Frente
Guia dos Bixos 2012- FrenteGuia dos Bixos 2012- Frente
Guia dos Bixos 2012- Frente
 
Guia dos Bixos 2012: Verso/Mapa do Pici
Guia dos Bixos 2012: Verso/Mapa do Pici Guia dos Bixos 2012: Verso/Mapa do Pici
Guia dos Bixos 2012: Verso/Mapa do Pici
 
Semestre 1 - Horários / SMD
Semestre 1 - Horários / SMDSemestre 1 - Horários / SMD
Semestre 1 - Horários / SMD
 

Recently uploaded

iF_Design_Trend_Report_twentytwenrythree
iF_Design_Trend_Report_twentytwenrythreeiF_Design_Trend_Report_twentytwenrythree
iF_Design_Trend_Report_twentytwenrythreeCarlgaming1
 
Design Portofolios - Licensed Architect / BIM Specialist
Design Portofolios - Licensed Architect / BIM SpecialistDesign Portofolios - Licensed Architect / BIM Specialist
Design Portofolios - Licensed Architect / BIM SpecialistYudistira
 
Presentation on 3D Printing.pptx presentation
Presentation on 3D Printing.pptx presentationPresentation on 3D Printing.pptx presentation
Presentation on 3D Printing.pptx presentationajroy0196
 
Heuristic Evaluation of System & Application
Heuristic Evaluation of System & ApplicationHeuristic Evaluation of System & Application
Heuristic Evaluation of System & ApplicationJaime Brown
 
The Impact of Artificial Intelligence on Modern Healthcare.pptx
The Impact of Artificial Intelligence on Modern Healthcare.pptxThe Impact of Artificial Intelligence on Modern Healthcare.pptx
The Impact of Artificial Intelligence on Modern Healthcare.pptxDoraemon495609
 
Week of Action 2022_EIT Climate-KIC_Headers
Week of Action 2022_EIT Climate-KIC_HeadersWeek of Action 2022_EIT Climate-KIC_Headers
Week of Action 2022_EIT Climate-KIC_Headersekinlvnt
 
Research about Venice ppt for grade 6f anas
Research about Venice ppt for grade 6f anasResearch about Venice ppt for grade 6f anas
Research about Venice ppt for grade 6f anasanasabutalha2013
 
Heidi Livengood's Professional CADD Portfolio
Heidi Livengood's Professional CADD PortfolioHeidi Livengood's Professional CADD Portfolio
Heidi Livengood's Professional CADD PortfolioHeidiLivengood
 
Knowing, Understanding and Planning Cities- Role and Relevance Physical Plan...
Knowing, Understanding and Planning Cities- Role and Relevance  Physical Plan...Knowing, Understanding and Planning Cities- Role and Relevance  Physical Plan...
Knowing, Understanding and Planning Cities- Role and Relevance Physical Plan...JIT KUMAR GUPTA
 
Claire's designing portfolio presentation
Claire's designing portfolio presentationClaire's designing portfolio presentation
Claire's designing portfolio presentationssuser8fae18
 
Art Nouveau Movement Presentation for Art History.
Art Nouveau Movement Presentation for Art History.Art Nouveau Movement Presentation for Art History.
Art Nouveau Movement Presentation for Art History.rrimika1
 
Redefining Globalization, urbanisation and Localisation
Redefining Globalization, urbanisation and LocalisationRedefining Globalization, urbanisation and Localisation
Redefining Globalization, urbanisation and LocalisationJIT KUMAR GUPTA
 
Eric Parein CV. Parein in English is best pronounced as PARE-IN
Eric Parein CV. Parein in English is best pronounced as PARE-INEric Parein CV. Parein in English is best pronounced as PARE-IN
Eric Parein CV. Parein in English is best pronounced as PARE-INEric Parein
 
Abdulaziz Tariq Abdulaziz Mustafa CV 2024
Abdulaziz Tariq Abdulaziz Mustafa CV 2024Abdulaziz Tariq Abdulaziz Mustafa CV 2024
Abdulaziz Tariq Abdulaziz Mustafa CV 2024Abdulaziz Mustafa
 
Pitch Presentation for Service Design in Technology
Pitch Presentation for Service Design in TechnologyPitch Presentation for Service Design in Technology
Pitch Presentation for Service Design in TechnologyJaime Brown
 
一比一原版谢菲尔德大学毕业证成绩单如何办理
一比一原版谢菲尔德大学毕业证成绩单如何办理一比一原版谢菲尔德大学毕业证成绩单如何办理
一比一原版谢菲尔德大学毕业证成绩单如何办理cyebo
 
Spring 2024 wkrm_Enhancing Campus Mobility.pdf
Spring 2024 wkrm_Enhancing Campus Mobility.pdfSpring 2024 wkrm_Enhancing Campus Mobility.pdf
Spring 2024 wkrm_Enhancing Campus Mobility.pdfJon Freach
 
Recycled Modular Low Cost Construction .pdf
Recycled Modular Low Cost Construction .pdfRecycled Modular Low Cost Construction .pdf
Recycled Modular Low Cost Construction .pdfjeffreycarroll14
 
Design lessons from Singapore | Volume 3
Design lessons from Singapore | Volume 3Design lessons from Singapore | Volume 3
Design lessons from Singapore | Volume 3Remy Rey De Barros
 
一比一原版格林威治大学毕业证成绩单如何办理
一比一原版格林威治大学毕业证成绩单如何办理一比一原版格林威治大学毕业证成绩单如何办理
一比一原版格林威治大学毕业证成绩单如何办理cyebo
 

Recently uploaded (20)

iF_Design_Trend_Report_twentytwenrythree
iF_Design_Trend_Report_twentytwenrythreeiF_Design_Trend_Report_twentytwenrythree
iF_Design_Trend_Report_twentytwenrythree
 
Design Portofolios - Licensed Architect / BIM Specialist
Design Portofolios - Licensed Architect / BIM SpecialistDesign Portofolios - Licensed Architect / BIM Specialist
Design Portofolios - Licensed Architect / BIM Specialist
 
Presentation on 3D Printing.pptx presentation
Presentation on 3D Printing.pptx presentationPresentation on 3D Printing.pptx presentation
Presentation on 3D Printing.pptx presentation
 
Heuristic Evaluation of System & Application
Heuristic Evaluation of System & ApplicationHeuristic Evaluation of System & Application
Heuristic Evaluation of System & Application
 
The Impact of Artificial Intelligence on Modern Healthcare.pptx
The Impact of Artificial Intelligence on Modern Healthcare.pptxThe Impact of Artificial Intelligence on Modern Healthcare.pptx
The Impact of Artificial Intelligence on Modern Healthcare.pptx
 
Week of Action 2022_EIT Climate-KIC_Headers
Week of Action 2022_EIT Climate-KIC_HeadersWeek of Action 2022_EIT Climate-KIC_Headers
Week of Action 2022_EIT Climate-KIC_Headers
 
Research about Venice ppt for grade 6f anas
Research about Venice ppt for grade 6f anasResearch about Venice ppt for grade 6f anas
Research about Venice ppt for grade 6f anas
 
Heidi Livengood's Professional CADD Portfolio
Heidi Livengood's Professional CADD PortfolioHeidi Livengood's Professional CADD Portfolio
Heidi Livengood's Professional CADD Portfolio
 
Knowing, Understanding and Planning Cities- Role and Relevance Physical Plan...
Knowing, Understanding and Planning Cities- Role and Relevance  Physical Plan...Knowing, Understanding and Planning Cities- Role and Relevance  Physical Plan...
Knowing, Understanding and Planning Cities- Role and Relevance Physical Plan...
 
Claire's designing portfolio presentation
Claire's designing portfolio presentationClaire's designing portfolio presentation
Claire's designing portfolio presentation
 
Art Nouveau Movement Presentation for Art History.
Art Nouveau Movement Presentation for Art History.Art Nouveau Movement Presentation for Art History.
Art Nouveau Movement Presentation for Art History.
 
Redefining Globalization, urbanisation and Localisation
Redefining Globalization, urbanisation and LocalisationRedefining Globalization, urbanisation and Localisation
Redefining Globalization, urbanisation and Localisation
 
Eric Parein CV. Parein in English is best pronounced as PARE-IN
Eric Parein CV. Parein in English is best pronounced as PARE-INEric Parein CV. Parein in English is best pronounced as PARE-IN
Eric Parein CV. Parein in English is best pronounced as PARE-IN
 
Abdulaziz Tariq Abdulaziz Mustafa CV 2024
Abdulaziz Tariq Abdulaziz Mustafa CV 2024Abdulaziz Tariq Abdulaziz Mustafa CV 2024
Abdulaziz Tariq Abdulaziz Mustafa CV 2024
 
Pitch Presentation for Service Design in Technology
Pitch Presentation for Service Design in TechnologyPitch Presentation for Service Design in Technology
Pitch Presentation for Service Design in Technology
 
一比一原版谢菲尔德大学毕业证成绩单如何办理
一比一原版谢菲尔德大学毕业证成绩单如何办理一比一原版谢菲尔德大学毕业证成绩单如何办理
一比一原版谢菲尔德大学毕业证成绩单如何办理
 
Spring 2024 wkrm_Enhancing Campus Mobility.pdf
Spring 2024 wkrm_Enhancing Campus Mobility.pdfSpring 2024 wkrm_Enhancing Campus Mobility.pdf
Spring 2024 wkrm_Enhancing Campus Mobility.pdf
 
Recycled Modular Low Cost Construction .pdf
Recycled Modular Low Cost Construction .pdfRecycled Modular Low Cost Construction .pdf
Recycled Modular Low Cost Construction .pdf
 
Design lessons from Singapore | Volume 3
Design lessons from Singapore | Volume 3Design lessons from Singapore | Volume 3
Design lessons from Singapore | Volume 3
 
一比一原版格林威治大学毕业证成绩单如何办理
一比一原版格林威治大学毕业证成绩单如何办理一比一原版格林威治大学毕业证成绩单如何办理
一比一原版格林威治大学毕业证成绩单如何办理
 

How to build emotional websites

  • 1. How to build emotional websites? a presentation by Mateus Pinheiro and Sibele Castro
  • 2. + our previous presentation in Desic our artifact, an interactive website that aims to help designers choosing the best fonts for their projects.
  • 3. Are we using internet’s full potential?
  • 4. “attractive things works better!” triggers our creativity makes us more tolerant of minor difficulties
  • 6. Combining the 3 levels, you can make a design ... ● ● ● ● Appealing Effective Pleasurable Memorable
  • 8. Humor “humor is an effective way to connect with people” Breaks the ice Makes people feel comfortable
  • 9. Humor “be careful!” Humor is difficult to generalize What is funny to someone might be ridiculous or even offensive to others Know the user and the context of use Avoid making people feel uncomfortable Be subtle
  • 10. Humor Mailchimp (Marketing mail system) Little jokes that doesn’t get in the way of the user’s workflow There’s an option to turn off the jokes
  • 11. Recognition “we try to relate everything we see to ourselves” If we recognize content on a website — such as a problem, dilemma, habit or whatever else — we feel connected and understood.
  • 13. Dissonance “patterns gives us ideas of what to expect” And we love to know what to expect! Usability guidelines Fit the user’s mental models
  • 14. Dissonance “but what if we don’t do that?”
  • 15. Dissonance Two possibilities Users will be lost and frustrated (And you really don’t want that) Users won’t mind breaking the habit. In fact they will like the distraction Sometimes the dissonance with their expectations can be a positive or fun experience. (but be careful again)
  • 17. Tone of voice “How you communicate with users says a lot about your relationship with them” If you wrap a serious message in a humorous story, users might not take you seriously.
  • 19. Engagement “engaging people helps us build relationships and positive user experiences” We don’t remind good usability and we are hardly surprised to find the content we are looking for. These are requirements!
  • 20. Engagement “We love to interact! We love to customize!” Using a different form of interaction can make your site memorable. Gamification. Sometimes you need to be straightforward.
  • 22. Time to review A design can be... Implementing emotion Combining them... Appealing Effective Pleasurable Memorable Humor, Recognition, Dissonance, Tone of voice & Engagement
  • 23. Conclusions ● ● ● We become more creative if we are confronted with something attractive This creativity helps us solve problems more easily Emotions give us positive experiences, making us happier and giving us better recall ● Internal design goals as well as the needs, expectations and context of users will determine how the designer should balance those three levels and what to emphasize in order to get the most out of the design