How to use inconsistency for a better user experience

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One sharpened pencil amongst many unsharpened ones
Consistency in user experience brings many benefits, from making things easier to learn for new users, to giving a more polished and intentional look to your site, to taking fewer resources to create and maintain. Like all good things, however, consistency can be taken too far. Consistency is at its best when balanced with the important need to be inconsistent at times.
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How Not to Be Found by Your Customers

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Cat peeking out of bathtub
Much has been written on how to promote your brand online, including how to make your wonderful and engaging online presence also be findable, accessible, and usable. Less has been written about how to hide from your customers to keep them from hearing what you have to say. While the latter may have a fairly niche audience, in the spirit of the long tail, here’s some advice on how to not be heard by your customers, using Tazo Tea’s site, tazo.com, as a case study.
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