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So why, then?<br>Making every page or screen self-evident is like having good lighting in a<br>store: it just makes everything seem better. Using a site that doesn’t make us<br>think about unimportant things feels effortless, whereas puzzling over things that<br>don’t matter to us tends to sap our energy and enthusiasm—and time.<br>But as you’ll see in the next chapter when we examine how we really use the<br>Web, the main reason why it’s important not to make me think is that most<br>people are going to spend far less time looking at the pages we design than we’d<br>like to imagine.<br>As a result, if Web pages are going to be effective, they have to work most of<br>their magic at a glance. And the best way to do this is to create pages that are<br>self-evident, or at least self-explanatory.
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