Websites are capable of reflecting a particular human temperament : fact or fad?

Abstract

This study suggests that it is possible to classify websites as either extrovert or introvert and logical or emotional in style, impact and appearance. Both the extraversion/ introversion and logical/emotional dichotomies are major descriptors in the character typology devised by C.G. Jung and extended by others. Apart from the dichotomies mentioned above, Jung’s typology also makes use of various emotional characteristics of human beings as descriptors of temperament or character. The study suggests that it is useful to identify websites in terms of the descriptors that Jung and others propose, and that different websites will display various “temperamental” differences that are as important for website design as is a clear understanding of the temperaments of its target users. By taking account of the most common temperamental differences in websites, it should be possible to maximise the efficiency and appearance of different kinds of websites such as those created for government agencies, banks, online shopping, social networking and search engines.