I think many of these are just design trends. As in, I think in a lot of cases web designers will add these “features” not for a deeply considered reason, but simply because that’s the thing everyone else seems to be doing.
I’ve had to be pretty firm in the past with marketing teams that want to embark on a rebrand, and say however the design looks, it can’t include modal windows or animated carousels. And I think people think you’re weird when you say that.
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