Usability

Visitors come to your site with certain goals in mind. It is your job to help them reach these goals as quickly as possible. If you can manage to do that, your visitors will be pleased and you have laid the groundwork for a positive experience.

Simplicity is about subtracting the obvious and adding the meaningful. Make sure that each icon, button, and snippet of information that is present within the design has a purpose. Concentrate on clarity by bringing only useful features to the user’s attention.

Readability
The optimal line length for body text is 50 – 80 characters (incl. spaces)
Link label
A link text generates a sincere expectation from the visitor and should fulfill it. The link text should be meaningful enough to stand on its own and should still be short and concise.
How to handle long text
People rarely read long texts online - they are much more likely to scan than to read word for word.
Avoid information overload
Make sure that just the right amount of information appears on a web page - Most often less is more.

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A well-designed user interface leads to superior usability and ultimately results in positive user experiences.