For Websites, Clarity is More Important Than Persuasion

Gerry McGovern says websites need to cater to a time-strapped audience who values obvious function over seemingly slick designs that are really just confusing:

Understanding, relating to and developing empathy for your customer is one of the greatest drivers of clarity in communication and design. A lack of understanding of customers and a focus on the internal needs of the organization is at the root of most confusing, complex and verbose websites.

(Via letterpress)

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