1. Can you scan it and understand what should follow? (Information scent) 2. People ignore what they don’t understand. 3. Is it concise? Will it fit easily in an email subject line, a Twitter post? 4. Would you click it? Is it catchy? Spreadable? If you saw the headline at random in Google Reader/Digg/Reddit, etc., [...]

After more than ten years of Internet use, of square eyes and flirtations with epilepsy, my palette for web design has begun to mature in more ways than I would have expected. Taste is a voracious, subjective beast, never to be taken as the rule, and always best locked away in the cage of the [...]