![]() FACT OF LIFE #2: We don’t make optimal choices. Instead, we scan (or skim) them, looking for words or phrases that catch our eye.Ħ. ![]() One of the very few well-documented facts about Web use is that people tend to spend very little time reading most Web pages. Typical culprits are cute or clever names, marketing-induced names, company-specific names, and unfamiliar technical names.ĥ. All kinds of things on a Web page can make us stop and think unnecessarily. As far as is humanly possible, when I look at a Web page it should be self-evident. If something is usable-whether it’s a Web site, a remote control, or a revolving door-it means that A person of average (or even below average) ability and experience can figure out how to use the thing to accomplish something without it being more trouble than it’s worth.ģ. ![]() If something requires a large investment of time-or looks like it will-it’s less likely to be used.Ģ. ![]()
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