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Designers of affective Web sites understand that the consumer never really see sthe underlying technologies employed in the site. Customers are more interested in a site that makes it easy to view product information and to make purchases easily than they are in flashy bells and whistles. Web site designers need to focus on the customers' needs, not attempt to impress them with expensive animations and screens cluttered with graphics and confusing information.

Web Design Is Mare Than Novelty

TIM SMITH'S COMMENT THAT WEB DESIGN IS "not too far beyond the novelty phase

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