Web Design & Emotional Intelligence

One of the most interesting books I've read this past year is "Emotional Intelligence" by Daniel Goleman. What is emotional intelligence? Emotional intelligence," is a type of social intelligence that involves the ability to monitor one's own and others' emotions, to discriminate among them, and to use the information to guide one's thinking and actions"

Can emotional intelligence can make one a better web designer? The ability of a web design to touch the viewer emotionally is a key measure of its success. The ability to understand the emotions of others and to use that information to design better websites can distinguish a web designer from his peers (in my humble opinion).

In all the talk of css, web standards, and other technical aspects of web design, it may well be that the ability to affect the emotions of the viewer is not given the emphasis it should. My experience in designing websites suggests that it is the single most critical aspect of web design. I'm curious what you think?