Don’t tell us busy pages look better
Crowded websites don’t look good, they look nasty.

Don’t tell us lots of links work better
Filling pages with stuff has never helped usability. It’s lazyness that makes you throw all kinds of stuff at us. We want you to think and preselect what is important. We don’t want to do your work.

Don’t tell us to adjust the font size
We don’t want to change our browser settings every time we visit a website!

Don’t tell us scrolling is bad
Because then all websites are bad. There is nothing wrong with scrolling. Nothing at all. Just as there is nothing wrong with flipping pages in books.

Don’t tell us text is not important
95% of what is commonly referred to as web design is typography.

Don’t tell us to get glasses
Rather stop licking your screen, lean back(!) and continue reading in a relaxed position.

http://www.informationarchitects.jp/100e2r?v=4