33. Effective web design
Don’t make users think
Don’t squander users’
patience
Make use of effective writing
Strive for simplicity
Don’t be afraid of white
space
Conventions are our friends
Test early, test often
A selection from Friedman, 2008
34. Design principles
Content is king
Intuitive navigation
The pages belong to the site
Layout
Golden ratio
Rule of thirds
Symmetry
Balance