As a designer for Atlas, my primary goal is to create functional and easy to use websites. Having read numerous articles and books about usability and web design, I continue to refer back to one particular article because it gets right to the point with 10 vital principals for web design.
My favorite principal would be #1: Don't make users think. Within 2 seconds of being on your homepage a user should know who you are, what information you provide and how to find it. Our job as designers is to eliminate questions so that users have a seamless and productive visit.
Another bit of interesting information is how users scan web pages (vs. actual reading). The image below shows how users search for fixed points and anchors that guide them around the page.
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