According to usability expert Jakob Neilsen, we are lazy “informavores” (we hunt for facts) when reading on the internet. He says readers tend to “pick the low hanging fruit” – if we don't see what we're looking for right away, we're gone. Or, if the page isn't written in a way to convey clues that readers are on the right trail, they'll more than likely click out. Slate explores Neilsen's rules of the information design game and gives tips for engaging writing on the internet.

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