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I'm not the OP but I really appreciate your answer. Thank you for taking the time.

What is the "right" amount of time/effort to put into a "job-application" project like this?

As much as they give you, minus a few hours. Give the impression that you can meet/beat deadlines, but be sure to utilize as much time as you can and deliver something that's of the calibre they're expecting. For example, if they give you 3 days for a project as simple as this, they probably expect something production-ready: polished, cross-browser tested, responsive, etc. Deliver exactly that in under 72 hours and you should be fine.

FYI I had no timeline attached to this test, but who ask candidates to work 3days on something before being hired ?? If its what they expected from me I would have straight refused.

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