Neuromarketing in the Digital Age: The Direct Relation between Facial Expressions and Website Design

User experience (UX) is key in the immediate and future relationship between client business. Achieving a satisfying UX can only be achieved by understanding wishes user needs. The following study carried out as an improvement tool for Mexican coffee company. objective to achieve greater efficiency, attraction, engagement on part of user. main question whether new dynamic website design directly increase valence emotions compared static design. To answer this question, 39 participants were exposed two different web page designs elicited using eye tracking facial expression analysis (FEA) techniques: joy, anger, surprise, fear, contempt, disgust, sadness, neutral, positive, negative. Through Wilcoxon signed-rank test, results showed significant emotions; fear neutral. Thus, five seven basic had change that could lead attraction commitment also influence, either consciously or unconsciously, their decision when interacting with