Summary: Users visit websites and use apps to get things done, so emphasize the content of interest to communicate with your audience. Avoid design pollution that decorates the UI with noncommunicative elements.
Jakob Nielsen, Ph.D., is a retired principal and co-founder (with Dr. Donald A. Norman) of the Nielsen Norman Group. Jakob established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and invented the heuristic evaluation method.
