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Are you getting the right reaction?

I came across a promotional page of a new company recently. The six-line, bold-text heading featured all words capitalized (including the word “and”), followed by a video of a woman asking forceful questions in a hard-edged voice using large gestures. Her behaviour sounded aggressive, manipulative, and insincere. These characteristics were not related to her content, only to her manner.

I recently came across some still images of a middle-aged woman in meditative poses outdoors in a garden. The content was presented under subdued headings, accompanied by a muted colour scheme and plenty of white space. An air of calm, harmony, and peace prevailed.

It is said that sometimes “who you are speaks so loudly, I cannot understand what you are saying.”

Are you sending emotional signals with the design, layout, photographs, videos, and other non-verbal elements of your website?

You may wish to consult a trusted advisor to determine whether the tone and feeling that you convey are consistent with the personality and service your customers will receive. Consider whether this will appeal to the types of clients you are seeking. There are a variety of options available to you.

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