“As a result of this overwhelming choice and the ease of going elsewhere, web users exhibit a remarkable impatience and insistence on instant gratification. If they can’t figure out how to use a website in a minute or so, they conclude that it won’t be worth their time. And they leave.” — Jakob Nielson, Designing Web Usability
And this is the audience to which our web-based creative endeavours are being presented. No wonder there is such a plethora of easily digestible art on the web. It provides instant gratification, and sensation that you don’t have to think about, or work at, or become involved with in any way except superficially. After all, relief from awareness is only a click away.