Communication is an act of conveying meaning. Every behavior, including the absence of action, is a kind of communication therefore, one cannot not communicate (Paul Watzlawick).Language is a symbolic exchange, a means of communication, extending beyond verbal form. A symbolic exchange can be written, visual, verbal, nonverbal, sonal (pertaining to sound), gestural — anything and everything with the potential to be interpreted by a recipient. Language, in and of itself, is the very result of rhetorical arts as rhetoric famously uses language as one of its instruments for communication.

The total amount of mental effort required to complete a task.

SaaS pricing pages often lead with premium plans.

Avoid burying critical content in the middle.

Make buttons large and close to user’s focus.

Minimize number of options on screens.

People tend to favor information that confirms their existing beliefs, ignoring contradictory data.

Steve Jobs perfect response to an insult. Worldwide developer conference 1997.

Cognitive load is the total amount of mental effort that is required to complete a task. You can think of it as the processing power needed by the user to interact with a product. If the information that needs to be processed exceeds the user’s ability to handle it, the cognitive load is too high.