It doesn't matter how cool a Web site looks, if users find it impractical they will head to your competitor's site, which is only a click away.

No, this is not earthshattering news. In fact, it's sad that's even news. These complaints should have ceased to exist years ago, but there's always that wild-eyed Marketing VP who doesn't care about usability or web standards ...he just wants it to "look cool." Little does he know he is basically sabotaging the entire effort from the outset.

And yes, I know I said he. Not that a woman can't be a Marketing VP or even a wild-eyed Marketing VP. I just want to believe, in my heart of hearts, that a woman would be concerned with the functionality, the practical side of things. I can dream, can't I?

What do users hate the most?

• Invasive advertising: Users widely despise ads that cover content, ads that flash wildly and ads that chew broadband.
• Re-inventing the wheel: people do not want to have to learn how to use a site before they can browse it.
• 'Leap of faith' links: that means disclosing information on content and file size.
• Attention-deficit Web sites: "Users have a special hatred of flashing icons and banners, because they draw the eye away from what is important and hinder their progress."
• War and Peace length: "A common mistake in Web design is to just [convert] a brochure to the Web. But the Web is its own medium, and communication has to change to reach users. Users are known to read 25 percent slower on the screen than on paper, read fewer words and don't like long pages which require scrolling down."

And what do they REALLY hate the most?

Flash animations are an obvious, yet stellar, example of what users hate in a Web site; the skip intro button is the most used button on the Internet.

Users hate Flash because it's a barrier to the site.

...Flash is a classic example of "Jurassic Park Design," that is, designing what you 'can,' rather than what you 'should.'

People never learn, do they?

By way of Matt Homann at the [non]billable hour.

*In spite of what Sam might say, those are not phrases that describe me.