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If everything is equally prominent, then nothing is prominent. It is the job of the designer to advise the user and guide them to the most important or most promising choices (while ensuring their freedom to go anywhere they please). On today's Web, the most common mistake is to make everything too prominent: over-use of colors, animation, blinking, and graphics. Every element of the page screams 'look at me' (while all the other design elements scream 'no, look at me'). When everything is emphasized, nothing is emphasized.
View all 349 works by Nielsen, Jakob
View all 328 works published by Alertbox |
Prioritize: Good Content Bubbles to the Top
http://www.useit.com/alertbox/991017.html
Nielsen, Jakob
Alertbox
1999
Abstract: If everything is equally prominent, then nothing is prominent. It is the job of the designer to advise the user and guide them to the most important or most promising choices (while ensuring their freedom to go anywhere they please). On today's Web, the most common mistake is to make everything too prominent: over-use of colors, animation, blinking, and graphics. Every element of the page screams 'look at me' (while all the other design elements scream 'no, look at me'). When everything is emphasized, nothing is emphasized.
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