Cool and simple site on the surface, but we know from experience that getting simple down can be hard. We’re seeing more of the canvas / css / svg animations that respond to your input, and this is a nice, light use of it just to get your attention, but not detract from the main purpose of the site. Like the fact that they don’t use just a standard Google map, and they use Mapbox on their location page – more in-line with the look and feel of the site.
Chunking: How to Design for a Brain That Can Only Hold Four Things
Your working memory holds about four things, not seven. Chunking groups loose information into meaningful units that slip past that limit, the psychology behind phone numbers, scannable pages, multi-step forms, and grouped navigation.
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