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