Criteria Explanation B13. Site "Feel" The definition: Look vs. experience. The "look" refers to your website design, graphics, color, content length, etc. The "feel" refers to what we ?experience? from what we see. Site behavior differs from a user experience point-of-view and how it leaves the user feeling. Finding the right balance of ?look? and ?feel? is of the essence - if ignored, it will turn "dots" into "nots".