- what is a convention?
- "widely used or standardized design patterns" (Krug, p. 29)
- example: stop signs, shopping carts, etc.
- applies to where things are located on sites as well
- innovation is great too, but conventions are good to master - usability is key
- "CLARITY TRUMPS CONSISTENCY" (p. 33)
- usable visual hierarchy = ability to find important things easily/logically
- formatting, color, and shape help us determine what's clickable
- visual noise: don't make the page disorganized or cluttered
- page should be formatted to support scanning
- use headings, lists, and highlights
