"Don't Make Me Think"- Chapter 1

Krug's first law of usability is indicated by the title- "Don't Make Me Think". Basically, he means that when a user first visits a website, it should be completely-self explanatory.  The website- what it is and how to use it- should be obvious.  The user should not have to put forward any effort to think about it; they should just get it.  Krug points out that the main importance of self-evidence is not necessarily that the user will leave and search for another site, because this is not always true.  Rather, the importance is simply that the self-evident website just seems better and works smoother.  It is effortless and therefore most effective to the user.  Anyone would prefer a site that is usable at a glance over one that makes you think and ask questions.