This is among the most significant ways in which they effect social change, yet we are just beginning to understand the power and impact of default rules. By setting those options, governments and corporations dictate the outcomes for when we decide by default. By following our default options, we save ourselves the costs of making active choices. So, across broad areas of our lives, from health plans to energy suppliers, many of us choose not to choose. In modern life the requirement to make active choices can often be overwhelming. Our cognitive capacity to research and make the best decisions is limited, so every active choice comes at a cost. Whom we love where we work how we spend our time what we buy such choices define us in the eyes of ourselves and others, and much blood and ink has been spilt to establish and protect our rights to make them freely. Our ability to make choices is fundamental to our sense of ourselves as human beings, and essential to the political values of freedom-protecting nations. “After reading it over a couple of hours and putting its ideas to work for the past five years, I can say it has done more to improve my abilities as a Web designer than any other book.” –Jeffrey Zeldman, author of Designing with Web Standards If you’ve never read it, you’ll see why so many people have said it should be required reading for anyone working on Web sites. If you’ve read it before, you’ll rediscover what made Don’t Make Me Think so essential to Web designers and developers around the world. And it’s still short, profusely illustrated…and best of all–fun to read. Now Steve returns with fresh perspective to reexamine the principles that made Don’t Make Me Think a classic–with updated examples and a new chapter on mobile usability. Witty, commonsensical, and eminently practical, it’s one of the best-loved and most recommended books on the subject. Since Don’t Make Me Think was first published in 2000, hundreds of thousands of Web designers and developers have relied on usability guru Steve Krug’s guide to help them understand the principles of intuitive navigation and information design.
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