Visually, there is some good stuff going on here. The main texture is nice and color is used well to help frame out the site. The photos stand apart from the background and add a lot of vibrance to the page. Small touches of hand-drawn elements keep things feeling a bit more natural. The typography seems a little disjointed though. The italicized serif font is overused and makes things harder to read. I like how they’ve handled the menus and it’s a nice touch that they have a downloadable PDF clearly marked for each section if you need it.
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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