Jakob Nielsen
"Promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts."
Jakob Nielsen, "Reading on the web", Alertbox
"However seductive the present might be, writing for the Web is writing for the ages, not just for the moment. (People who post stream-of-consciousness entries in their weblogs, for example, might want to consider that they're also writing for managers who might hire them in twenty years.)"
Jakob Nielsen, "Durability of usability guidelines", Alertbox
"The medium is not the message; the message is the message."
Jakob Nielsen, "Top Ten Mistakes of Web Management", Alertbox.
"Users are not designers ."
Jakob Nielsen, Usability Engineering , p. 12.
"Designers are not users ."
Jakob Nielsen, Usability Engineering, p. 13.
"Usability rules the web. Simply stated, if the customer can't find a product, then he or she will not buy it."
Jakob Nielsen, Designing Web Usability, p. 9.
"The web is the ultimate customer-empowering environment. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; all the competitors in the world are but a mouseclick away."
Jakob Nielsen, Designing Web Usability, p. 9.
"While I acknowledge that there is a need for art, fun, and a general good time on the web, I believe that the main goal of most web projects should be to make it easy for customers to perform useful tasks."
Jakob Nielsen, Designing Web Usability, p. 11.
"Bad usability equals no customers."
Jakob Nielsen, Designing Web Usability, p. 14.
"Web pages should be dominated by content of interest to the user."
Jakob Nielsen, Designing Web Usability, p. 18.
"Navigation is a necessary evil that is not a goal in itself and should be minimised."
Jakob Nielsen, Designing Web Usability, p. 18.
"As a rule of thumb, content should account for at least half of a page's design, and preferably closer to 80 percent."
Jakob Nielsen, Designing Web Usability, p. 22.
"A general principle for all user interface design is to go through all of your design elements and remove them one at a time. If the design works as well without a certain design element, kill it. "
Jakob Nielsen, Designing Web Usability, p. 22.
"Simplicity always wins over complexity, especially on the web where every five bytes saved is a millisecond less download time."
Jakob Nielsen, Designing Web Usability, p. 22.
"Because there is no way of knowing how large a screen your users have, you should design for all screen resolutions... "
Jakob Nielsen, Designing Web Usability, p. 29.
"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.
" ... users have different preferences with respect to font size, so ensure that your designs work well with both larger and smaller fonts than your personal preferences."
Jakob Nielsen, Designing Web Usability, p. 29.
"Ultimately, users visit your website for its content. Everything else is just the backdrop."
Jakob Nielsen, Designing Web Usability, p. 99.