Don't Make Me Think!

Krug's First Law of Usability

"Don't make me think!" A web page should be self-evident. Users should be able to "get it" without expending any effort thinking about it. When you look at a page, it should be obvious — what it is, how to use it, where to click.

The moment users have to stop and think — even for a millisecond — question marks appear over their heads. Those question marks add up.

Things That Make Us Think

Clever names, marketing-driven names, and company-specific names all make users think. Clear and descriptive always wins over clever and cute. "Jobs" beats "Employment Opportunities." "Search" beats "Quick Find."

Links and buttons that aren't obviously clickable, ambiguous labels, inconsistent navigation — all of these add unnecessary cognitive load.

Why This Matters

Every question mark costs a user a tiny bit of goodwill. Users arrive with a finite reservoir of patience. Each moment of confusion drains it. When it runs out, they leave.

The goal isn't to make users feel smart — it's to make the interface so obvious they never have to feel anything at all about it.