Krug’s 3 laws of Usability

1. “Don’t make me think.”
2. “It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
3. “Get rid of half the words on each page, then get rid of half of what is left.”

From: Krug, S. (2006), Don’t Make Me Think: A Common Sense Approach to Web Usability, Berkeley, CA: New Riders