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Design is the visual expression of thoughts and feelings, and combines rational and emotional conditions. In digital media the focus is shifted to functionality, primarily because the development is rapid and it takes a lot just to understand the options. This is as truer for users as it is true for designers. Once this phase is over and the standards are set, there will be a growing demand for more refined design solutions: projects that communicate and not just deliver information. Rationality rules at the surface, anything that turns the focus of the users awareness to something specific happens earlier and the motivation comes from the deeper levels of the soul. The whole fuzzy composition is very influential before the content is clearly rendered, if it ever gets clear at all; Sites are in the same situation as billboards, they have to grab the attention of the visitor in the first moment without having him to think about something specific. In a more and more competitive environment there is always an
Jenett, Daniel. Digital Web Magazine (1999). Design>Graphic Design>Aesthetics>Emotions