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Don’t confuse a tagline with a motto. A motto expresses a guiding principle, a goal, or an ideal, but a tagline conveys a value proposition. Mottoes are lofty and reassuring, but if users don’t know what the thing is, a motto isn’t going to tell them.

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253 thought(s)253

Don’t make me think

Being an expert in online usability Krug gathered his experience in a wonderful book. This summary of key thoughts will help you to remember most important principles and laws.
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