In chapter 3, it talks about billboard design. First topic is a clearer visual hierarchy and the three traits that portrays that is the more important the item is the more prominent it is, visually related is the same as a logical one, and finally the nesting trait. Next topic is the two important traits of web conventions first being that they are useful so when they do work they don't require as much thinking and that it should be taken advantage of, sometimes if something still works you dont need to fix it. Other topics discussed were breaking up pages to clearly define certain areas no matter how complex the content maybe and making the obvious clickable things obvious and lastly keeping the noise down by making it less chaotic and not have too of a distracting background.
Chapter 4 is "Animals, vegetable, or mineral?" titled after a classic word game of twenty questions. Where the game didn't require too much thinking, it's like instantaneous mindless answers. The author wanted to make it clear that it doesn't matter as much of how many clicks to get there but how much brain power we use. Which I find does make sense to certain limits however.
In chapter 5 "Omit Needless Words", which he described in a definition style "vigorous writing is concise". Removing/taking half the words/fillers out is to help improve it to be more concise and make it less distracting with too much complex content , to better reel the audience from boredum.
http://www.smashingmagazine.com/2009/03/31/backgrounds-in-web-design-examples-and-best-practices-2/
this relates to the topic about not having too busy of a background.
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