Spend enough time in the web and you develop some ideas about content, users and design. Here are a few of mine: You have 5 seconds to explain yourself There is no penalty for clarity "Because it's cool" is not the right reason Even minor ambiguities undercut credibility The correct amount of text is 1/3 of what you planned Every scroll or click tests a user's commitment Space is unlimited, but attention is precious Iterate frequently, redesign rarely

Craig Stoltz 240.426.2458 craig@craigstoltz.com Bethesda, Maryland USA