| Core Concept |
| Content first, graphic design second.
Remember human working memory is limited to dealing with about 8 items of information simultaneously. |
| keep it simple |
| Websites must be easy to learn and use.
Do not try to create a new user interface, visitors want to spend their time using, not learning. |
|
| navigation |
| Information is the interface, do not limit navigation options to menus.
Organise navigation by expected user interest.
Use words rather than icons for navigation, use icons only for a cosmetic role. |
| menus |
| Provide a broad flat summary of the available information.
Pages hidden in sequences of screens will rarely be visited. |
|
|
| content |
| Content is the site's reason for existing.
Quality content attracts visitors and makes them return.
Good content costs money to create and maintain. |
|
| metaphors |
| Use user interface metaphors that will already be familiar to visitors.
e.g. menu bars, shopping baskets, click logo to return home etc. |
| object-action |
| Common user interface metaphor.
Pick an object, then choose an action to apply to it. |
|
|
|
