Take advantage of conventions Create effective visual hierarchies Break pages up into clearly defined areas Make it obvious what’s clickable Eliminate distractions Format content to support scanning

Across all creative fields, what isn’t there is just as important as what is there. In fashion, Coco Chanel advised, “Before you leave the house, look in the mirror and take one thing off.” In music, Miles Davis famously quipped, “It’s not the notes you play, it’s the notes you don’t play.” In design, Jan Tschichold noted that “white space is to be

clear separation between page content and the rest of the page shell (which includes header, navigation, footer, supporting information, and page sides).

Removing visual clutter means people have to process less information and can concentrate on what’s important on the page.

Having too many things to process visually is overwhelming. I need empty space