The decisions made when approaching the design of a project have a tremendous effect on the way users interact with the content and where they are likely to navigate.
Less is more.
Users are more likely to make a decision when there are fewer options, particularly when your intention is to encourage an action (eg Sign Up, Buy now or Contact Us). When designing a website, a structure based around a hierarchy of clearly defined goals will help determine priorities. Use these priorities to develop your content and define clear pathways for users to navigate and understand the intended goal.
People enjoy the process of discovery.
Using design to provide glimpses of information will imbue a curiosity within the user, encouraging them to further explore the content. Limiting the amount of information that is readily available aids in data retention and understanding, increasing the potency of the content.
Effective content, design and user experience often follow the ‘goldilocks principle'; not too much, or too little, but just the right amount. The aim should be to create the most efficient, accurate depiction of your intended goals and information, allowing your audience to explore and make simple decisions based on clearly defined options.