Users Don't Read Pages – They Scan Them
"We don't read pages. We scan them."
Krug observes that most users don't read web pages word by word. Instead, they scan the page, picking out individual words and sentences that catch their interest.
One of Krug's most important insights is that users rarely read web pages thoroughly. This behavior stems from several factors:
- Users are on a mission: They're typically looking for specific information or trying to complete a task.
- Reading takes too much time: Scanning is more efficient when trying to find specific information.
- Users know they don't need to read everything: They've learned that much of the content on websites is irrelevant to their needs.
Implications for Design:
- Use clear headings and subheadings to help scanners find what they're looking for
- Employ bulleted lists instead of paragraphs when possible
- Highlight key terms and important information
- Keep paragraphs short and focused on one idea
- Use the inverted pyramid style of writing (most important information first)
Users Satisfice – They Don't Optimize
"We don't make optimal choices. We satisfice."
"Satisficing" is a combination of "satisfying" and "sufficing" – users choose the first reasonable option they find, rather than continuing to search for the best possible option.
Users rarely take the time to find the optimal solution or perfect answer. Instead, they:
- Choose the first reasonable option: If something looks close enough to what they want, they'll click it.
- Guess rather than figure things out: Users often make educated guesses about where to find information or how features work.
- Don't weigh all options before deciding: They don't systematically compare all available choices.
Design Considerations:
- Make important actions and information obvious and accessible
- Place critical elements where users expect to find them
- Use clear, descriptive labels that make sense at a glance
- Avoid designs that require users to evaluate multiple options carefully