Don't Decorate, Communicate!
http://www.webdesignfromscratch.com/dont_decorate_communicate.cfm

Brisk, Phil
Web Design From Scratch
2006

Abstract:

When you're designing a web page, it's easy to get sucked into the detail. With your 'design' head on, concentrating on crafting and perfecting style elements, it's easy to forget to step back and see things through the eyes of your users. Your users aren't interested in giving your design work marks out of 10. They just care about getting all the relevant information, in as little time as possible, and then moving on.