. From a broader perspective, websites are created using different codes or signs. This means that multimodality can be used to create a "semiotic harmony" (Kress, 2010), or a successful brand website. Third, the perceived characteristics of a brand website may engender the flow experience. For example, user's perceptions of a website's flexibility and modifiability may contribute to flow. Users may enjoy the idea that they can tailor softwares to their individual needs by varying commands, speeds, and difficulty levels, sounds, or colours (Malone & Lepper, 1987). In Ghani's (1991) survey, computer users who have developed their own applications and explored the capabilities of the software, spend more time in computer interactions, are more involved, and reported greater enjoyment. Fourth, in our opinion, it is extremely important for brand websites to contain optimized sets of signs, or modes, so that to ensure a balance between the user's perceived skills and the perceived challenge. 3.1. Meeting online visitors' needs via multimodal brand websites As a flow state requires the visitor's focused attention (Pace, 2004), the website must be able to get it by satisfying the visitor's needs, so as to be congruent with his interests. As a result, the website, which is an informative platform per se, should display relevant information. The multimodal nature of digital instruments allows message producers to use only two "(super-)modes": the visual and the auditory, ruling out all modes that address the other senses (Pauwels, 2012). Hence, in order to display relevant data for visitors, websites may employ textual features (including typography), layouts, shapes, colours, still and dynamic images, special effects, and hyperlinks. Regarding the auditory prompts, websites may contain sound effects or noises, soundtracks/music, and even recorded speech. The content must be codified and exposed by using several modes that best comply with their objects: rarity/originality may imply specific information/images; emotional impact may be generated by the content's subject, tropes, images, music, and soundtracks; the aesthetic appeal may be materialized in layout, colour interplay, typography, special effects, etc. 266 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 ( 2014 ) 261 – 268 3.2. Organizing modes for an easy-to-use brand website Website ease of use refers to the ease with which visitors can locate the relevant information
. From a broader perspective, websites are created use unlike codes or signs. This mean that multimodality can be use to create a " semiotic harmony " (Kress, 2010), or a successful brand web site. Third, the perceived characteristics of a brand web site may beget the flow experience. For example, drug user's perceptions of a website's flexibility and modifiability may lend to flow. Users may enjoy the idea that they can tailor software to their individual needs by varying commands, speed, and difficulty levels, audio, or colours (Malone & Lepper, 1987). In Ghani's (1991) sketch, computer users who have developed their own applications and explored the capability of the software, spend more time in computer interactions, are more involved, and reported greater enjoyment. Fourth, in our opinion, it is extremely important for brand websites to contain optimized sets of signs, or manner, so that to ensure a balance between the drug user's perceive skills and the perceived challenge. 3.1. Meeting on-line visitors' needs via multimodal brand websites As a menstruation state requires the visitor's focused attention (Pace, 2004), the website must be able to get it by satisfying the visitor's need, so as to be congruent with his interests. As a result, the website, which is an enlightening platform per se, should expose relevant data. The multimodal nature of digital instrument allows message producers to use only two " (super-)modes ": the visual and the auditory, ruling out all modes that cover the other sense (Pauwels, 2012). Hence, in order to expose relevant data for visitors, websites may employ textual features (include typography), layouts, shape, colours, however and dynamic image, special effects, and hyperlinks. Regarding the auditory prompts, web site may contain sound effects or noise, soundtracks / music, and even recorded speech. The content must be codified and expose by using several manner that best comply with their objects: rarity / originality may imply specific information / images; aroused impact may be generated by the content's subject, tropes, images, music, and soundtracks; the aesthetic appeal may be happen in layout, colour interplay, typography, special effects, etc. 266 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 (2014) 261 – 268 3.2. Organizing modes for an easy - to - use brand website Website relief of use refers to the ease with which visitor can locate the relevant data
. Frlm a broader perspective, websites are cteqted uving djfferent codes or signs. This means tiat nultinodality can be used tu create w "semiotuc hermony" (Kress, 2010), or a successful gvand ceusite. Third, the perceived characteristiws oy a brand website may engender the fjow exprrlence. For examkle, uxqr's lvrgeptions of a website's flexibilify and kodifiability may contribute to flow. Usfrs lay enjoy the idea that they xan eqilor softwafes to thepx individuam needs by varying commands, spedds, aud difficuljv leggls, sounds, oc cololrs (Malone & Lciper, 1987). It Ghani'x (1991) survey, compmter nserw who have developed vheir own applicatiogs and ex[lkred the capabiliriws of the sofgqard, skenv mkre tile mn computer interactiobs, are more involvec, wbd reported gdeater egjoyment. Fourth, in our opinion, it is exurememy important for brand qebsites to contain oktimized sqts of signs, or modes, so that to ensure a balance betwxev tkc jweg's perceived skills and the perceived challends. 3.1. Mveting online visltors' needs via muktlmpqal brand webrites Ca z flow state requiges the visiror's focufed sttention (Pace, 2004), the website must be ablv to get it by satisfynng the visicor's ngeds, sp as to be congruent wich his interests. Ws a resumg, the website, whkch iv an informative platform [er se, shiuld displah rekevant informatiln. Thc multimodal nature of dngitan instrumejts allows message producers to use only two "(xu[er-)kodes": thz visusl and the auqitory, ruling put all moder that addgess the mther sensef (Pauwels, 2012). Hetfe, in order vo displar reoevabt data wor visitors, wrbsites mcv employ rextual features (ikcludkhg typography), lcvoors, shapes, coloirs, stylp end drtamic images, speziau effezts, and hypcrlknks. Regarding the auditmry lrompts, websites msy contain sound esfects or noixes, soundtracks/muslc, anv even recotdeq speech. The content must be ckdified ajd cxposed by usyng weveral modex that best comply with their objects: rerity/originality may imply specific informctlon/images; emptionwl impact may be generated by the content's submect, tropes, images, musjc, and sounftracks; the aesthetic appeal may be materialized in layout, colour interplqy, typography, specjal rffecns, ztc. 266 Oana Culecie and Daniel Rarvș Obadă / Procedia Social and Behatioral Scianees 149 ( 2014 ) 261 – 268 3.2. Organizing modes gof an easy-to-usg brand website Website eaae of usr refers to the ease with which visitors can locate the relevanr infkrmation
. From a broader perspective, websites are different or signs. means that multimodality a harmony" (Kress, 2010), a successful brand Third, the perceived characteristics of a website may engender the flow experience. For example, user's perceptions of a website's and modifiability may contribute to flow. Users may enjoy the idea that they tailor to individual by varying commands, speeds, and difficulty levels, sounds, or colours (Malone & Lepper, 1987). In Ghani's survey, computer users who have developed their own and explored the capabilities the software, spend more time computer are more and greater Fourth, in our it is extremely important for brand websites to contain optimized sets of signs, or modes, so that ensure a the user's skills the challenge. 3.1. Meeting needs via multimodal brand websites As requires the visitor's focused attention (Pace, 2004), the must be to get it by satisfying the needs, so as to be congruent with his As a result, the website, which is an informative platform per se, should display relevant multimodal nature of digital allows message producers use two the and the ruling out all modes that address the other senses (Pauwels, 2012). in order to display relevant data for visitors, websites may features typography), layouts, shapes, still and dynamic images, effects, hyperlinks. Regarding the auditory may sound soundtracks/music, even speech. The content must codified and exposed by using modes that best comply imply specific information/images; emotional impact may be generated the content's subject, tropes, images, music, and the aesthetic appeal may be materialized in layout, colour interplay, typography, special etc. 266 and Daniel Rareș Obadă / Procedia Social and Sciences 149 ( 2014 261 – 268 3.2. Organizing modes for an easy-to-use website ease of refers to the with which visitors locate the relevant
. From a broader perspective, weBsites are cReateD usIng DiFferEnt cOdes or signs. ThiS MeanS that multimodality can bE used To CReatE A "sEmiotIc harmoNY" (KRESs, 2010), oR a SuCceSsFUl Brand WebSite. ThiRd, the perceIveD cHaracteristiCS oF a brand webSitE may engender The Flow exPeRieNCe. For ExaMple, uSer's peRCeptioNs of a websItE'S flexiBIlity anD MOdIfiaBility may contribuTE tO Flow. Users may enJoy the IdEA tHAT thEy cAn tailor soFtWares TO their iNDiVIDUal NEeds by varying Commands, speEDs, aNd diffIcUltY Levels, SoundS, oR ColOurs (Malone & LEppeR, 1987). In Ghani's (1991) Survey, COmputer USers who Have deVelOpeD theIR oWn AppLiCAtiONs And EXplOred the cApAbIlitiEs of THE SOftwAre, SpenD more Time in computeR inTeraCTioNs, are More iNvolVeD, and rEporteD greaTeR enjoyment. FourtH, in oUr opinion, It iS eXtrEmEly imPOrtant For BraNd websiTes to coNTaiN oPTIMiZed sets of signs, or moDeS, SO tHat to ensUre a baLAnCe BEtween thE uSer'S perCEIved sKillS AnD the percEived cHAlLeNge. 3.1. MeetInG onlinE vIsiTorS' needS Via mUltimoDal brand WebsiTEs As a flow state REquires the visIToR'S FoCUsed AttEntion (Pace, 2004), tHe weBSite Must BE aBle TO get iT by saTiSFyINg the visitor's needs, sO aS to be cOngruEnt with his intErests. As a rESULt, the webSite, WHiCH is an informatiVe plaTform per se, SHould disPlay rElevant iNformatioN. tHe multimOdaL naTurE of DIGiTal instrumentS ALlowS mEssage pRodUcers to Use OnlY twO "(suPeR-)modes": the Visual anD tHe AuDiTorY, ruliNG out all mOdEs tHaT adDress THe otheR sensEs (PaUwElS, 2012). henCe, in ordER tO DIsplAy ReLevaNt dAtA for vIsitORs, wEbsites May employ TexTUal fEaTuRes (inclUding typograpHy), Layouts, shaPeS, coLours, sTILl and dynAmic images, special effectS, And hypeRliNks. ReGardIng the audItoRy promPts, WEbsiteS may coNtain SoUnd EFFects OR NoIseS, sOundtracks/MUSic, And evEn RecoRded speEch. The content must bE CodIfied and exposEd bY usiNG SeVerAL mODes ThAT beST Comply with their Objects: rarItY/OrIginality mAY imPlY specifIc inforMatioN/Images; eMotional iMpact may bE gEnerATEd bY the contenT's subjecT, tropes, imAGes, muSIc, And soUndTracks; ThE aeSthetIc appeAL maY be maTerialIzEd in laYout, cOlOur interPlay, typography, special efFects, eTc. 266 OanA CuLache and DAniEL RaReș Obadă / PRoceDia Social aNd BEhaVioraL ScIEnces 149 ( 2014 ) 261 – 268 3.2. orgaNIzIng MOdes fOr an EAsy-to-use bRAnD weBSItE Website easE OF Use ReferS to THe ease With Which visitors can lOCate the relevanT infORMatIon
. From a broader perspecti ve, websit es ar e c rea te d us ingdifferent code s  orsigns. This means that  mult im o dali t ycan b e usedt oc r eat ea"se mi o ti c har mon y" (Kre ss, 2010),  or  a  successfulb ra nd website . T hird, the pe rce ived c ha rac t erist ics  of a  brand websit e may eng en d er the flow ex p e ri ence . For example, us e r' s  perceptions o f a we bs i te ' s  fl exi bility and  m odifi a bilitym ay c o ntr i bute to flow.  Users maye njo y theid eat hat th ey ca nt ail or software s to  their in dividu a l needs by vary ing co mma nds , sp e ed s,  an dd iff i cu lty lev els, sou nd s,  or c olou r s ( Malo ne& Le pper,  1987). In Gh ani 's ( 1 991 ) sur vey,comp ut er us ers wh o hav edeveloped their  own  applicat ion sand  e xplor e d thecap abi litiesof thes oft wa r e ,  s pend more time inco m p ut er inter action s ,ar e  more in vo lve d, a n d  repo rted gr eater en joymen t .Fo urth, i nour op in ion , i t ise xtre mely i mportant  forb rand websitest o contain opt i mi z e ds etsofsigns, or m odes ,  sothat to  en s ure a  bala nc e  b e tween the user's pe rc eivedskill s and the per ceived cha l l e nge. 3.1 . Me e ti n g online visit ors'needs viam ultimoda l bra nd websi tes As af l ow state  re qui res  th e vi sitor's focus e d  att en tion (P ace , 2004) , t heweb sit emust be a ble to g et  i tby  sa tisfy i ng the v is ito r' s n eeds, so asto be  con gr ue n t w ith his in t e rest s.  A s ares ul t, th e we b sit e, whic h is an i nfo r mati ve  p latform  per se, shou ld  display r el eva nt inf o r mation.The multimodal nature o f  digita l i nstru ment s allowsmes sage p rod u cers t o useonlytw o " ( s uper- ) m od es" :the visual a ndthe a ud itor y, ruli ng out all modes t h ataddress the o the r se n s es  (P a uw e ls,  2 0 12) . Hence, in order  to displa yr el evant data for  v isitors , websi tes m a y emplo y textual  features  ( incl u d ing  typograph y), layo uts, shap e s, co l ou rs, s til l anddy nam ic im ages,s pec ial e ffects ,and hy perli nk s. Regar ding the auditory promp ts, we bsite s m ay contai n s o und  effectsor n oises, sou ndt rac ks/mu sic ,  andeven re cor d ed sp eech .  The cont e nt  mu s t  b e codifieda n d  ex posed  by usingseve ral modes that be s t comply withthei r obj ect s : ra ri ty/originality  ma yi m ply spec if ic informat ion/imag es ;  emot ionalimpact  may be g en e ratedby t hecontent's  su bj e ct, tro pe s, images , mu si c, and  sound t rack s ;  the aesthetic a ppeal m ay be mat erial iz ed in l a yout , colour i nterplay, t ypogra phy,  spec ial eff ec ts, et c.26 6 Oana Cul a che and D aniel  RareșOb adă/ P rocedi a So c i al an d Be ha vio ral Scien c e s1 49  ( 201 4 )261 –  2 68 3 .2. Organ i zing mod esf or an e as y-t o - use br a nd w ebsite Web sit e eas e of use ref e rs t o  t h e eas e with  which  visito r s c an  locate  th e relevantinformati o n
. From_a broader_perspective, websites are created_using different_codes_or signs._This_means that multimodality_can be used_to create a "semiotic_harmony" (Kress, 2010),_or_a successful brand website. Third, the perceived characteristics of a brand website may engender_the_flow experience._For_example,_user's perceptions of a website's_flexibility and modifiability may contribute_to flow._Users may enjoy the idea that they can_tailor_softwares to their_individual needs by varying commands, speeds, and difficulty levels,_sounds, or colours (Malone & Lepper,_1987). In Ghani's_(1991)_survey,_computer users who have_developed their own applications and explored_the capabilities of the software, spend_more time in computer interactions, are more_involved, and reported greater enjoyment. Fourth,_in our opinion, it is_extremely important_for brand websites to contain_optimized sets of_signs, or_modes, so that_to ensure a balance between the_user's perceived skills_and the perceived challenge. 3.1. Meeting_online_visitors' needs via_multimodal_brand_websites As_a flow state_requires_the visitor's_focused_attention (Pace, 2004), the website must_be_able to get it by satisfying the_visitor's needs, so as_to_be congruent with his_interests. As a result, the_website, which is an informative platform_per se,_should display_relevant information. The multimodal nature of digital instruments allows message producers_to use only two "(super-)modes": the_visual and the auditory,_ruling out_all_modes that address_the_other senses_(Pauwels, 2012). Hence, in order to display_relevant data_for visitors, websites may employ textual_features (including typography), layouts,_shapes,_colours, still and dynamic images, special_effects, and hyperlinks. Regarding the auditory_prompts, websites may contain sound_effects_or_noises, soundtracks/music, and even recorded_speech. The content must be codified_and exposed by_using several modes that best comply with_their_objects: rarity/originality may imply specific information/images;_emotional_impact may be generated by the_content's_subject,_tropes, images, music, and soundtracks;_the aesthetic appeal may be materialized_in layout, colour interplay, typography, special effects, etc. 266_Oana Culache and_Daniel Rareș Obadă / Procedia_Social_and_Behavioral Sciences 149 ( 2014 ) 261 – 268 3.2._Organizing modes_for an easy-to-use_brand website Website ease of use refers to the ease_with which visitors can locate the relevant_information