I like the analogy of road signs in this chapter. People are whizzing by at fast speeds, and they need signs that are simple and easy to read. Imagine going 65 mph and seeing a road sign that said "you will now be required to briefly decelerate and cease driving for a short period of time". That would not be practical, efficient or readable to someone driving that fast. Instead, a sign that says "STOP" is much simpler to understand, and much faster to read. You only need that much information, nothing more.

Just as creating a complex, busy website wouldn't be practical for the way that people "use the web", as noted in chapter 2.

This chapter also discusses the importance of convention. These days, people are always trying to do something different and unique -- something outside of the norm. In websites, however, this can be a death sentence. According to Krug, where things are located on a page is an important convention. For example, people expect the logo on the top left corner. If you created a website and placed your logo in the middle of the page and then aligned it to the left, viewers would be confused.

Creativity is good, but the original web design conventions are vital because people are familiar with them and understand them.

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