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  • Guiding Principles
    • Chapter 1 - Don't make me think!
    • Chapter 2 - How we really use the Web
      • Scanning, satisficing, and muddling through
    • Chapter 3 - Billboard Design 101
      • Designing for scanning, not reading
    • Chapter 4 - Animal, Vegetable, or Mineral?
      • Why users like mindless choices
    • Chapter 5 - Omit 
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