As of July 2025, approximately 68.7% of the global population—over 5.65 billion people—use the internet. Compared to 50% in 2017, internet adoption has surged by nearly 19%. Driving this growth are increased smartphone access, cheaper mobile data, and the rise of digital services such as e-commerce and online streaming.

As a result, the digital landscape is saturated. By mid-2025, there were approximately 1.2 billion websites online. Only about 16–17%—roughly 194 million—are currently active and competing for attention. It’s a tough crowd. So what’s the key ingredient that helps you stand out?

George Bernard Shaw: “Beauty is all very well at first sight; but who ever looks at it when they have been married a week?”

Personality: The Soul of Your Website

A website without personality is like a limp handshake without eye contact—forgettable. It’s relatively easy to make things look good. But making them feel good? That’s where personality comes in.

More Than Just a Pretty (Inter)face

Pretty is nice, but emotion is what sells. While having a good-looking website helps, a design that evokes emotion is crucial. Trust, excitement, curiosity, calm—emotional design shapes the user’s journey.

Color psychology: Blue builds trust (think banks), red sparks urgency (think sales), and green soothes (think wellness). Choose colors that reflect your brand’s emotional intent.

Typography tone: Serif fonts feel traditional and trustworthy. Sans-serif feels modern and clean. Handwritten fonts feel personal and playful. Your font choices speak before your words do.

Ralph Waldo Emerson: “Beauty without grace is the hook without the bait.”

Voice and Tone: Make It Sound Human

Yes, we live in the age of the Fourth Industrial Revolution and should embrace technological advances—especially artificial intelligence. And while Google rankings matter, your audience is human.

Your communication should speak to people. That’s why your website copy should sound like a person, not a brochure. Whether your brand is witty, warm, bold, or brainy, your tone should be consistent across headlines, button labels, error messages, and product descriptions.

Even microcopy—those tiny bits of text like “Forgot your password?” or “Let’s get started”—can reinforce your brand’s personality.

Interaction Design: Personality in Motion

Motion adds life. It’s the difference between a static portrait and a wink.

Micro-interactions: Hover effects, loading animations, and scroll-triggered transitions can express playfulness, elegance, or energy.

Feedback loops: When users click a button, does it bounce, glow, or spin? These subtle cues reinforce your brand’s vibe.

Mae West: “Personality is the glitter that sends your little gleam across the footlights and the orchestra pit into that big black space where the audience is.”

Cognitive Fluency: Familiar Yet Fresh

Users love novelty—but only when it’s wrapped in familiarity. A site with personality that feels familiar doesn’t confuse—it delights.

Familiar navigation with a twist: Use standard patterns, but add flair—like animated menu icons or playful transitions.

Delightful surprises: Easter eggs, witty tooltips, or personalized greetings can make your site feel alive.

Personality Builds Connection

Without personality, beauty is boring. Think of your website as a beautiful person. At first glance, you’re captivated by their looks. Who cares about personality, right? But give it time, and you’ll find yourself laughing at the jokes of their less-beautiful but far funnier friend.

People don’t connect with pixels—they connect with personality. Your website is your digital handshake, your storefront, your first impression. Make it memorable. Make it human.