Throughout this book, we've been evangelizing simplicity, but ironically, the practice of simplicity is not simple. It is easy to build a bulky design by adding layer upon layer of navigation and features; it's much more difficult to create simple, graceful designs. Paring designs to essential elements while maintaining elegance and functionality requires courage and discipline.
Jakob NielsenClear content, simple navigation and answers to customer questions have the biggest impact on business value. Advanced technology matters much less.
Jakob NielsenUltimately, users visit your website for its content. Everything else is just the backdrop.
Jakob Nielsen