1. Web sites and CD-ROMs should start life in a word processor, not Photoshop. The written word is where the logic of the interface is born.
   
   
2. Home pages should immediately announce the purpose of the web site.
   
   
3. One word is worth a thousand icons. Use text in button labels instead of images. There's a reason why human beings invented alphabets.
   
   
4. Good interface design is like giving directions. When done right, no one gets lost. Never put being cute ahead of being clear.
   
   
5. Use motion sparingly. Animal instinct compels us to look at moving objects (they could be predators). Having multiple moving objects divides attention and confuses the viewer.
   
   
6. Use video intelligently. Video of "talking heads" adds little beyond ego strokes for the speaker. Audio with visuals, such as a narrated slide show, often can communicate more -- and require less bandwidth.
   
   
7. On web sites, anticipate which pages will get the most visits, and make them easiest to find.
   
   
8. Every web page should have a headline.
   
   
9. Macs and Windows computers display graphics differently. Images that look perfect on a Mac will look dark on Windows. Images that look perfect on Windows will appear washed out on Macs.
   
   
10. Color is important, but accept the reality that no two computers will show color the same. If you bought 10 identical Dell computers and gave them to 10 individuals, and brought them together a month later, the same web page would look slightly different on each of them.