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The category usually comes into play with me. A BDSM site is usually dark, a teen site wil usually have light colors. A good easy to read black and white always works well, too. Thumbs and many banners to always look good on white.
I try to remember that when someone is surfing a link list, they will be hitting several links. A good variation is important. If they see two or three sites that look the same, they're probably gone never to come back.
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