So says Josh Hallett of hyku blog, who reports:
I received a web brief for a project I have been asked to consult on. One line in particular sticks out (when discussing the attributes of the web site):
break through the clutter with a WOW and COOL web presence
That’s just the problem, WOW and COOL usually end up becoming Flash-based, lame and foster no long-term relationship with the user, just like every other ‘edgy’ site. Making your web site WOW and COOL means you are the clutter.
Andy writes! 