Google organises information and makes it usable: search, maps, video, mail, mobile software, advertising and cloud, at the scale of billions of people.
Sentence case everywhere. Headings are medium weight rather than bold. Type does the structuring, borders rarely do.
use a dark pattern to win a click
write in the third person about the reader
claim a capability we cannot demonstrate
Search for anything and get an answer in seconds.
Friendly, plain and useful. Short sentences, second person, no jargon. Helpful before clever.
Everyone with a browser, and the businesses that advertise to them or build on the same infrastructure.
+Useful beats impressive
+Speed as a feature
+Information that is open
×Dark patterns
×Clutter
×Making people wait
would die on
If it is not useful in the first five seconds, it is not useful.
