The document discusses 10 principles of effective web design based on how users interact with websites. It explains that users scan pages quickly, click the first link that interests them, and will click back if a page does not meet their expectations. Users want quality content, control of their browsing experience, and instant gratification. Effective design keeps things simple, uses whitespace and focus to guide users, and gets directly to the point with clear navigation and structure. Testing with users is important throughout the design process.

1. Approaches which, used properly, can lead to more sophisticated design decisions and simplify the process of perceiving presented information

12. 1. Don’t make users think

15. 2. Don’t squander users’ patience

17. 3. Manage to focus users’ attention

20. 5. Make use of effective writing

22. 6. Strive for simplicity

24. 7. Don’t be afraid of the white space

26. 8. Communicate effectively with a “visible language”

31. 9. Conventions are our friends

33. 10. Test early, test often