Don't Make Me Think, Revisited: A Common Sense Approach to Web Usability

by Krug Steve

My recommendation: Innovate when you know you have a better idea, but take advantage of conventions when you don’t.

If you can make something significantly clearer by making it slightly inconsistent, choose in favor of clarity.

Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to the bare minimum.

well-thought-out navigation is one of the best opportunities a site has to create a good impression.