GUUUI - Navigation blindness: "It is quite fascinating how people can focus at a task at hand and totally exclude everything else in their surroundings. A study carried out by Daniel Simons at Harvard University illustrates this phenomenon very well. A number of volunteers watched a 30-second video starring three basketball players wearing black T-shirts and three wearing white ones. The viewers were told to count the number of passes made by one of the teams. Halfway through the film, a man dressed as a gorilla jumped into the middle of the picture, beat his chest at the camera, and walked away. Afterwards the viewers where asked whether they had seen anything unusual. Astonishingly, only a very few put their hand up. The rest had been so fixated on counting the passes that they completely missed the hairy interloper."
I like this rule:
Jared Spool has formulated what he calls the Move-Forward-Until-Found Rule:
"...a web page can do only one of two things: either it contains the content the user wants or it contains the links to get them to the content they want. If a page doesn't follow this rule, then the users stop clicking..." (from the article The Right Trigger Words)
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