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.
The Line
We started The Line back in 2013. We were just six animators and artists renting a studio space in east London, freelancing, and making short films. We did this because we wanted to—nah, sod that, needed to—make the kind of animation we weren't seeing anywhere else. We learnt heaps, had so much fun, and laid the groundwork for what THE LINE is today: a fully functioning studio with a global reputation for making cool AF work for some of the biggest and coolest brands on the planet.
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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