First and foremost, the design must be functional for the marketing plan to succeed. That means we often avoid the latest whiz-bang tricks of the trade in favor a more simple and elegant approach. Too often in our industry "bells and whistles" are substituted for business sense. We understand the fascination, but we also realize that fascination can be distracting. That doesn't mean we won't use all the "fun stuff" like Dynamic HTML, Shockwave and Java, but we'll only use them when and where they make business sense.