Much of the work we do as designers and marketers is done in an attempt to properly motivate our users. The “Why” is simple, we want them to convert, make a purchase, sign up for our Web 2.0ish social networking application or simply read what we are writing. We spend hours crafting value propositions, elaborate flash presentations (I won’t but some will) even going as far as offering steep discounts and trial offers.
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When I was a freshman at the University of Arizona I used to get carried away with my highlighter. Everything seemed like the most important information on the page and it was. By the time I was finished each and every page was covered in yellow highlighter, page titles, whole paragraphs, margins, pictures nothing was safe. In my abuse of the highlighter I had effectively rendered the highlight meaningless.
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