3 pts and a question

1- “If your audience is going to act like your designing billboards, then design great billboards.” It might feel a little degrading, but this is what a large portion of web design deals with. It can be so frustrating when you design something that makes complete sense to you, but others don’t understand it- so you redesign, and redesign some more.

2- “…I’ve come to think that what really counts is not the number of clicks it takes me to get to what I want (although there are limits), but rather how hard eack click is- the amount of thought required, and the amount of uncertainty about whether I’m making the right choice.” I think we can all agree with this.

3- “Happy talk is like small talk-content free, basically just a way to be sociable. But most Web users don’t have time for small talk; they want to get right to the beef. You can-and should-eliminate as much happy talk as possible.” This is hard to do when your client want a bunch of this on the home page and you know nobody is going to read it.

Question: I really don’t have any good questions. The only thing that sparked is: Is Krug’s assumptions on the short attention span of web viewers a bit too extreme?