From DesignModo: Emotional design turns casual users into fanatics, ready to tell others about their positive experience. – Aarron Walter, author of Designing for Emotion. Web design has rapidly switched its gears in the last two decades. The websites of yesterday lacked personality and character and were based on serious company personas. Businesses left humor and creativity at the door because they thought users would think these traits were trivial.
This line of thinking has shifted in the last 5–10 years and the web has become more about identifying a unique brand personality rather than trying to be “stuffy” and machine-like.