Chapter 1: TYPOGRAPHY

"Don't Make Me Think"

get rid of question marks

Things that make us think

unfamiliar names for links
buttons that aren't obviously links

You can't make everything self-evident

there are exceptions for self-explanatory content
it needs to be one of the two

Why is this so important?

people actually do tough it out, that's not the reason

So why, then?

if people don't think, your site feels and seems better