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The Web
Never innovate in navigation. Standards have been established which you cannot better.

Legibility always matters, and its principles are well understood

Make navigation look like navigation, and content look like
content - don't confuse the two.

Animated graphics are generally irritating.

The eye loves white space.

Choose your tone of voice carefully.

Only start with good content.

Make clear what is important quickly.

Deliver actual service wherever possible.

Provide information, not pointers to information.