Design Decisions vs. Audience Considerations
http://www.digital-web.com/articles/design_decisions_vs_audience_considerations/

Ragle-Davis, Robin
Digital Web Magazine
2008

Abstract:

Deep down below the layers of interface, CSS, HTML, and XML—down where only the geekiest among us roam—everything comes down to this: it’s all zeroes and ones. On or off. The digital switch Though interaction and conversion becomes a bit more complicated at the point the interface meets the visitor, though there are a few more shades of gray, in the end it comes down to the same thing: yes or no.