KEEP IT SIMPLE:

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The goal is not to draw people away from the message with the design but to draw them to the message through good design.

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Remember that there are a lot of people out there who charge big bucks to make it complicated. This caveat applies to software and hardware.

A web site is a marketing tool, NOT a gee-whiz programming display.
The more complex any system is, the more likely it is to go blooey.

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