Innovation and convention
"Conventions are your friends."
Steve Krug, Don't Make Me Think, p. 34
"Do not let any beta-phase web technology anywhere near your site unless you are the inventor or have other reasons for wanting to promote the specific technology."
Jakob Nielsen, Designing Web Usability, p. 33
"By avoiding the latest - and possibly the greatest - you insure yourself against the very distinct possibility that the latest turned out to be a dud that never caught on."
Jakob Nielsen, Designing Web Usability, p. 35
"To dismiss basic contexts such as link colours, page layouts, navigation systems, and visual hierarchy as 'boring' or 'pedestrian' is akin to laughing at a car's steering wheel as unimaginative."
Jeffrey Veen, The Art and Science of Web Design, p. 30