Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.
This Law is not even a future trend since it has been ruling the Web for several years. It has long been true that websites do more business the more standardized their design is. Think Yahoo and Amazon. Think “shopping cart” and the silly little icon. Think blue text links.
Konventioner opstår meget hurtigt og det kræver at man virkelig har noget bedre for at det kan berettige at bryde konventionerne. Læs også Jakob Nielsen’s “Can Hated Design Elements Be Made to Work?” og “Most Hated Advertising Techniques” om hvorfor pop-up vinduer eller reklamer der afspiller lyd er en dårlig ide.