Source

We all aspire to feel comfortable throughout the day. If anything threatens this state, we immediately set to work to avert the crisis and look out for the next point of happiness. Some days might even feel like jumping from one sinking island of comfortableness to the next.

This doesn't only apply to the real world but also to the online world. And when creating a website, you should aim at giving your visitors this nice and comfy feeling. A positive emotional response is crucial to make them stay.