Designing for Emotion Chapter 4

This week in PR pubs, I read Chapter 4 of Aaron Walter’s book Designing for Emotion. This chapter mentions the element of surprise, and how incorporating it into web design correctly can engage users. While I do agree that surprise can be beneficial and set businesses apart, I would rather websites not use the element of surprise to try and engage my reaction as a consumer. There are so many popups, spam, virus, etc. that come across my various screens every single day, so if a business’s website tried to use these elements–even if they were interactive– I would more than likely leave the site early.