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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