Black likes to cite studies he did at Newsweek almost two decades ago for informing some of his thoughts about Web design. The magazine conducted studies to follow where readers' eyes went. They look at big, color pictures first, then headlines, then what's in the upper left-hand corner. They don't read that much. They skip around nervously.
Readers are skittish as all get-out.
Right now, though, he thinks Web-site hosts have minimal expectations. As the Web matures, the actual absorption of that data and the quality of time spent on sites will get more attention, he predicts. You're not just broadcasting. The key is simple, fast access to what you want, decorated a bit with things you might be interested in. Design is also critical to resolving the potential conflicts between information and commerce.