Steve Krug's book, 'Don't Make me Think!: A Common Sense Approach to Web Usability is about how to create an interface based on the User's experience and keeping it simple in order to assure ease and keep attention. Steve continues to explain that there are no rules necessarily in web design, it's just whatever looks and feels right. Nobody wants to spend too much time figuring out what is going on in the website.
His first law of usability he calls, "don't make me think!"
All features should be self explanatory and evident in their functions.
"Making pages self-evident is like having good lighting in a store: it just makes everything seem better."
When creating some sites, people tend to think that viewers will care enough to carefully read every finely crafted sentence when in reality, the majority of the audience will just skim through the page without paying much attention to the details.
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