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Chapter-5

Omit Needless Words

The Art Of Not Writing For The Web

Summary

Chapter 5 focuses on the critical importance of reducing text on web pages. Inspired by Strunk & White’s writing principle “Omit needless words,” Krug adapts this for web design: get rid of half the words on each page, then get rid of half of what’s left.

Every word that can be removed from a page is a win because it reduces noise, makes useful content more prominent, and makes pages shorter allowing users to see more at a glance. This chapter emphasizes that happy talk, instructions, and unnecessary text should be ruthlessly eliminated.

Users don’t read instructions anyway, and they appreciate brevity. Less text means less cognitive load, faster scanning, and happier users who can accomplish their goals more efficiently.

key Points

The Core Principle: Get Rid of Half the Words

  • Omit needless words – then omit half of what’s left
    “Get rid of half the words on each page, then get rid of half of what’s left.”
  • This principle is adapted from Strunk & White’s “Elements of Style” for web design

  • Every word that can be eliminated is a small win for usability

Why Eliminating Words Matters

  • Less text equals better usability in multiple ways
  • Reduces overall noise level of the page – signal-to-noise ratio improves
  • Makes useful content more prominent by removing competing text
  • Makes pages shorter, allowing users to see more content without scrolling
    “What users can see at a glance is what they use to decide whether to invest time”

  • Users appreciate brevity – they’re usually in a hurry

What to Eliminate: Happy Talk

  • Happy talk is introductory text that’s meant to be welcoming but just takes up space
  • Happy talk is self-congratulatory promotional text with no real information
    “Example: “Welcome! We’re excited to provide you with the best shopping experience!””
  • Users skip right over happy talk to find the actual content they need
  • Nobody reads it, but it takes up valuable space and adds noise

    “If it can be removed without losing anything, it should be removed”

What to Eliminate: Instructions

  • Most instructions can be eliminated by making things more obvious
  • Users don’t read instructions – they forge ahead and figure it out
  • If instructions are necessary, it usually means your design isn’t obvious enough
    “Better to make the interface self-evident than to write instructions”

  • The exception: brief instructions at critical decision points
    “Even then, keep them brief and make them skippable”

How to Eliminate Needless Words

  • Be vigilant: ruthlessly question every word, sentence, and paragraph
  • Replace long phrases with shorter equivalents
    “in order to” becomes “to”, “whether or not” becomes “whether”
  • Cut introductory and welcoming text that provides no real value
  • Reduce lengthy descriptions to their essential points
  • Use bullet points instead of paragraphs when possible

  • Question whether each element earns its space on the page

The Benefits of Brevity

  • Shorter content creates a better user experience in multiple ways
  • Users can scan pages faster when there’s less text competing for attention
  • Important information stands out more clearly against less clutter
  • Pages load faster with less content
  • Users feel less overwhelmed and more in control
  • Mobile users especially benefit from concise content

When Words Are Worth Keeping

  • Not all words should be eliminated – keep content that adds real value
  • Keep words that help users accomplish their goals
  • Keep words that answer questions users actually have
  • Keep words that provide necessary context or prevent errors
    “Brief, timely warnings and confirmations are valuable”
  • Keep words that build confidence at critical decision points

Key Takeaways

  • Reduce text by half, then cut it in half again – ruthless editing improves usability
  • Happy talk should be eliminated – it’s noise that users skip anyway
  • Instructions often indicate design problems – make things obvious instead
  • Every word removed reduces cognitive load and improves scanning efficiency
  • Shorter pages let users see more at a glance, improving engagement
  • Users appreciate brevity – respect their time by being concise
  • Question everything: does this word, sentence, or paragraph earn its place?
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