“I strive for two things in design: simplicity and clarity. Great design is born of those things.” — Lindon Leader

Reducing the cognitive load the user needs for achieving his goals is of the utmost importance when designing for humans.

More clarity contributes to easier and driven scanning of information.

Two metrics that can determine how an interface is efficiently designed for human interaction is Visual Complexity and Prototypicality.

priming takes place when taking one’s memories or mental associations and using them to influence his future behaviour towards an upcoming matter.

Simple, strong and effective language

The text serves two purposes:
Validate the reason a user visited the website in the first place — “I’m where I was supposed to.”
Set a user goal — “Now I should search for places I want to visit.”

Insightful design is human-oriented and drives human actions and emotions.