Very few people will avoid a site just because they see the same explanation of what it is every time they go there - unless it takes up half the page. Think about it: Even if you know what JAMA is, will you be offended by seeing “Journal of the American Medical Association” next to the logo in small print?

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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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