Why the Feeling Matters
Why the Feeling Matters More Than the Fonts
When someone visits a website, they don’t usually stop to admire the font.
They notice how it makes them feel.
Not just visually, but emotionally.
There’s either a sense of connection or there isn’t.
And that feeling happens long before they read a word.
Design is emotional
I care more about how a website feels to move through than how it looks in a still screenshot.
It’s the pacing. The silence between sections. The way your eye rests on a word, or glides past it.
That’s where trust begins, not in a headline, but in the way everything sits together.
Fonts, colors, spacing, layout, they’re all important.
But they mean nothing without intention.
My process starts with energy, not elements
Every project I work on starts the same way:
I try to understand what the brand is trying to say without saying it.
Is it bold? Calm? Curious? Grounded? Confident?
From there, I build a layout that holds that feeling. Not in a loud way, but in a quiet, steady one.
It’s the feeling that shapes the rest.
I did this with Strength Life. That site had to feel focused, powerful, and stripped back.
The Chef’s Taste, on the other hand, needed warmth, softness, and a sense of slow living.
Very different tones. Same intention.
Fonts don’t create a mood. They support one.
A font can’t make someone feel trust or comfort on its own.
But it can quietly reinforce it.
That’s why I don’t rush that part of the process.
It’s not about picking what looks good, it’s about what feels right in the context of everything else.
Most people can’t explain why a site feels good. They just know that it does.
A closing thought
There’s a lot of noise out there about making things “convert” or “pop.”
That’s not really where my head’s at.
I’d rather build something that feels intentional. Thoughtful.
The kind of site people don’t even realise they’re enjoying—until they’ve scrolled to the very end.
That’s the kind of design I want to keep doing.
