Web3 has a tone problem. Somewhere between the memes, ironic Twitter threads, and Discord channels saturated with Pepe emojis and barely-disguised cynicism, we decided that sarcasm was safer than sincerity. That being earnest about what we’re building and for whom would make us look naive. But let me ask: when was the last time sarcasm made someone trust a wallet?

The reality is that most people don’t onboard into crypto because they’re fluent in ZK proofs or excited by governance tokens. They come because someone they trust said, “Try this, it’s different.” And then they stay or don’t based on whether that difference feels human, helpful, and safe.

Designing for emotion in Web3 isn’t about pastel gradients or sad puppy illustrations. It’s about clarity. Empathy. And trust. It’s recognizing that every irreversible transaction carries anxiety. That every botched swap erodes confidence. That gas fees aren’t just numbers, they’re emotional landmines.

Yet the prevailing vibe in much of crypto product design is: “Well, it’s your fault you didn’t understand.” We build interfaces like we write smart contracts; for machines, not people. And when users feel confused or overwhelmed, we deflect with jokes or double down on technical superiority. It’s a defense mechanism. But it’s killing adoption.