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Web 2.0
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Digg This Story Oct 11 07 
Much talk these days has revolved around the "web 2.0 style" of design. From glossy buttons and gradients, to large text and dot-whacks (they are not called starburst thingies - ask the print guys), the so-called 2.0 design style is quietly taking over the web and slowly killing the brand.
Keeping it short, the real tragedy behind these super glossy, gradient heavy, look-a-like 2.0 websites is that most of these sites have a great deal of time and money invested in them and too little of it is spent on proper branding. Quick to launch using the current design trends these companies often find themselves unable to stand out in a crowd and unable to clearly communicate the actual purpose of their product or service.
Web 2.0 is about the way programmers and end-users use the web. It is not a design trend (which started by people copying Apple). Companies who realize this and execute their brand appropriately will find themselves one step ahead of the mases.
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