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I don't know much about paysite designs as I haven't spent a whole lot of time doing them...but as far as gallery designs one of the most important things I've tried to incorporate is flow.
I try to make sure that the surfers eyes follow the entire page working it from left to right.
I try to make sure that I keep them on that page for as long as possible clicking..how? By cropping the thumbs..using a bit of seduction...the longer they stay on a page the more often their eyes see the ad the better chance of them clicking through.
I do my best to make sure that the next outgoing link is always visible above the bottom of the browser...if not I try to make sure that there's something that teases them to scroll down to see what else is there.
Just a few basic things I do...don't know if that means I understand what the key elements of design are or not...oh well just my 2 pesos ;)
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