Sublime

One of the things that becomes obvious as soon as you do any usability testing—whether you’re testing Web sites, software, or household appliances—is the extent to which people use things all the time without understanding how they work, or with completely wrong-headed ideas about how they work.

“Don’t make me think!” For as long I can remember, I’ve been telling people that this is my first law of usability. It’s the overriding principle—the ultimate tie breaker when deciding whether a design works or it doesn’t.

Keep paragraphs short.

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

simple: If your audience is going to act like you’re designing billboards, then design great billboards.

If you can’t make something self-evident, you at least need to make it self-explanatory.