Minimising the thought process equals great usability
A fundamental and simple rule to usability is to not make the user think while looking at your website. Attention spans are getting smaller as Internet speeds become faster. If a user can not see what they are looking for immediately while on your website they will at most try one or two clicks around and if still unsuccessful will close the page.
There are many things we as web designers can do to minimise the thought process for users, one being clearly marked buttons or links. Part of designing a beautiful website is colour, with the help of CSS we are able to change the colour of text and headings but something the underlining rule that what is coloured is thought to be a link can be forgotten. Trying to click on headings that are a different colour to copy can frustrate users. With buttons they need to be contained within a box or area so they look like a button, sometimes it is preferable to have an arrow within the area to better define it as well.
Generally people like a quick and easy flow to the website, especially if they are about to make an online purchase. Thinking up new and creative ways to display website elements is always fun, but when it detracts from actually using the website there will be problems. While designing, put yourself in the users shoes and ask “will they understand it at first glance?”. If they answer is no, maybe rethink your approach.
