Whew. I loved making my way all the way to the bottom of this home page. The way the copy plays with the headlines and sections is brilliant. I love it. I also really dig the overall design. Colors, layout, etc… for each section, it changes up enough to show that attention was giving everywhere. Solid work here.
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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