How many choices are there? The average short-term memory can hold 7±2 items Limit navigation choices to 5-9 items at a time(if you can't categorizing them is a good idea) What are the choices called? Create clear & unambiguous labels Use language of the target audience Uniqueness vs Clarity e.g. Shopping cart: Cart, Bag, Bin, Basket, Bucket, Box, Wallet About Us: About, About Our Company, Us, T..