I always love a simple & straight forward design. Especially when it’s an agency. Don’t get me wrong I like to be wowed too, but I also like to review something simple that works great. You’ve got to work hard at keeping things simple AND affective at the same time – it’s actually more difficult to do than throwing trendy stuff on the page for the sake of “wow”.
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.



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