Fitts’s Law: Why the Easy Button Wins
Large, close targets are faster to hit than small, distant ones, that’s Fitts’s Law. A look at the 1954 rule behind buttons, prime and magic pixels, thumb zones, and dark patterns.
Gardener
Founded by Ian Hatcher-Williams in New York City, we work collaboratively with clients to identify their business goals and strategize their digital landscapes as something to grow into, not grow out. Gardener is a technology studio that builds websites. 9 out of 10 projects are ecommerce related and the businesses we primarily serve generate anywhere from $2-10M in revenue per year.
News & Articles
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.
The Call to Action, Revisited
The Call to Action hasn’t changed in a decade, but the bar has. A fresh look at prominence, copy, mobile tap targets, and accessibility, with lessons from three major design systems.
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