Web designer Steve Krug pronounced the "Three Laws of Usability" in his decade-old Don’t Make Me Think: A Common Sense Approach to Web Usability. The three laws stated:
Don’t make me think. Make every element of a web page obvious and self-evident, or at least self-explanatory.
Get rid of half the words on each page, then get rid of half of what’s left. Be ruthlessly concise.
Don’t make me brake. Strive at every turn to help the reader maintain her preferred speed. Use common words to say uncommon things. Avoid empty, exhausted idioms.
Get rid of half the words on each page, then get rid of half of what’s left. No, not an error; the Third Law of Readability mirrors the Third Law of Usability. Be ruthlessly concise. You will capture readers' interest. As Voltaire said, "The secret of being boring is to say everything." So obey Hemingway's Iceberg Theory.