Who Are You? Get a Personality
http://www.lukew.com/resources/articles/SiteSeeingCH5.pdf

LukeW Interface Designs
2006

Abstract:

Our most memorable experiences are those we can not only see and hear, but also feel. Building such experiences on the Web requires an understanding of how the design of your Web site creates a personality that interacts with and speaks to your audience. A Web site needs to be both effective and affective: not only usable but likable as well. Therefore, designing an appropriate and engaging personality for your site is not the icing on the cake (as visual design is sometimes called): It is the recipe that determines your final result and whether or not it will appeal to your audience.