If you want users to concentrate on a certain part of the screen, don’t put animation or blinking elements in their peripheral vision.

If you ask people to remember things in working memory, don’t ask them to do anything else until they’ve completed that task. Working memory is sensitive to interference—too much sensory input will prevent them from focusing attention.

Avoid putting blue and red or green and red near each other on a page or screen.

Line length presents a quandary: Do you give people the short line length and multiple columns that they prefer, or go against their own preference and intuition, knowing that they will read faster if you use a longer line length and a single column?

People will only focus on a task for a limited time. Assume that their minds are wandering often.

People will build an unconscious mental model of how often an event occurs.

Driving while having a cell phone conversation is like driving under the influence of alcohol.

Use patterns as much as possible, since people will automatically be looking for them. Use grouping and white space to create patterns.

Put more space between items that don’t go together and less space between items that do. This sounds like common sense, but many Web page layouts ignore this idea.