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Understanding Web Page Anatomy, Antony Coulson, C.E. Tapie Rohm, Pat Mcinturff, Jake Zhu, James Stanger

Journal of International Information Management

The rapid evolution of information technology over the past several decades has opened many new and unique modes of communication. Clearly, the web is one such technology. However, it is quite possible that a fascination with the technology per se can hinder participants from one of its main functions—effective communication. The following essay explores a return to the basics of designing an effective web-based communication strategy. The key components of this strategy are: 1) consistent look and feel, 2) conceptual consistency, and 3) positive attention.