These three chapters reiterate the importance of keeping your website simple, easy to navigate, and to the point.
Chapter three explains visual hierarchy and how a user reads. It is very silly to think that anyone is going to read everything that is written on your page. I know it's sad, but really we are all skimmers. Most people don't read anything fully, let alone have the time to do so. Visual hierarchy is important for designers to show users what they are supposed to pay attention to. For example, on my blog I use BOLD CAPS to show a headline that I think might help someone navigate to a section that they want to read. It also talks about clickability. If something looks like a button, it should probably work like a button, right? A button, as you've certainly seen before, looks something like this:
You wanna click it, don't you?
It's a good thing if you do! This is a prime lesson... If you have a link that is clickable, it is very important to make it look like it is! Flat text doesn't look like a link, so how should someone know it takes you somewhere? (My easter egg attempt is likely failed because blogger won't let me turn off the hyperlink color change and underlining, but when you are coding yourself this can happen)
Chapter four reminds you to keep it simple when it comes to user options. Let me explain. When you are going to place an order on Amazon, you are prompted to fill out various "blanks" with things like your name, phone number, etc. Remember that drop down box you've seen since the beginning of the internet that lets you choose a state? That box is considered a mindless click box. It's nothing wild, or crazy and the user is used to seeing it. Now, imagine going to Adobe's website to search for troubleshooting. Chances are in the preliminary steps there will be a question of which program you have. You think, I've got Photoshop! That's easy. And then the dropdown lists version numbers. You scratch your head... Did I update last year? Or was it the year before that? Hmmm. This is what is considered a pause and think option. The less option likes this you have, the likelihood of easier navigation and usability.
Chapter five talks about the importance omitting words. Don't give instructions. Don't blabber on about yourself. If something won't take long tell the user (ie: survey). Keep it short.
ADDITIONAL RESOURCES
Visual Hierarchy
How to Use Visual Hierarchy
Power Structure & Gestalt
How to Check Your Site for Hierarchy
Clickability
Clickability & Search-Engine Friendly Websites
Why is Clickability Vital to Web Design?
Ease of Navigation
10 Principals of Effective Web Design (if you click any other site, click on THIS ONE!)
Improve Your Site Navigation
Omit Words
Omit Unnecessary Words
Compelling Web Copy
Avoid Killer Copy
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