Chapter 2. How we really use the Web

Designers should design a page as if they’re designing a billboard, because:

1. Users don’t read pages, they scan them. Why? Because they’re usually in a hurry and interested in just a fraction of the content.
2. Instead of weighing all choices, users mostly plunge into the first reasonable option. Why? Because there’s no guaranteed method to guess correctly. Moreover, guessing incorrectly is undo-able.
3. Users use technology without understanding how it works. Why? Because they don’t care enough to dive deep, and stick to whatever bit works.

Users easily get mixed up since the aforementioned behavior tends to be, predictably, error-prone.