Shocklogic Values: Don’t Make Me Think

By Dominic Roberts |

July 13, 2023

Our company value, “Don’t Make Me Think”, focuses on communication, and like many of our other values it was inspired by a book. Steve Krug’s Don’t Make Me Think is a fantastic guide to creating intuitive, easy-to-use interfaces for websites and other digital products; however, the concept can be applied to any form of communication, whether it’s a presentation, an email, or even descriptions of our company values.

At its core, “Don’t Make Me Think” is about making communication as simple and clear as possible; all communication should be intuitive and to the point. This means breaking information down into digestible chunks, using bullet points, and avoiding unnecessary complexity. By thinking more as a communicator, you make things easier for the other person, so they don’t have to think.

The reason “Don’t Make Me Think” is so important is that people are constantly bombarded with information. They have limited time and attention, and they are constantly making judgments about what information is important and what can be ignored. If what you’re trying to communicate is too complicated or unclear, people will simply tune out. 

On the other hand, if your communication is clear and intuitive, people are much more likely to engage with it. They will be able to understand your message quickly and easily and appreciate that you didn’t make things difficult. Start by thinking about the simplest way to get your message across, such as breaking things down into digestible chunks. Rather than presenting a long list, consider grouping information into categories or themes. 

Ultimately, the key to “Don’t Make Me Think” is to put yourself in the other person’s shoes. Consider how they will receive your message or interact with your design, and think about what you can do to make their experience as easy and intuitive as possible. By doing so, your communication will become more effective and engaging.