ABDO

Failed to explain frame control.
Frame control is about social interactions, not someone's failure at robbing a bank, weak frame has nothing to do with that. A bad plan will get you cought regardless of the frame.
A strong frame is outcome independent.

I don't like how the author criticize modern scientists and their approach to explain the universe, arrogantly.. and then he try to use the discoveries made by that same approach to prove his idea.. and idea he calls “Biocentrism” which is just a fancy word for what many philosophers and gurus talked about in the past.. nothing new.. except trying to make a connection between modern science and this philosophical idea.. in an arrogant egoistic manner.

This book leans more toward design principles and layout techniques than true art direction. While each section presents multiple examples of how to apply a technique in different ways, it lacks the context that would make those variations meaningful.

The scope of the examples is also frustratingly narrow. Nearly all of them are centered around blog post layouts, ignoring the broad landscape of web design. As a result, it often feels more like a print design manual awkwardly applied to the web, rather than something built for the digital medium.

Adding to its limitations, there's no dedicated section on color—a fundamental tool for visual storytelling and emotional impact. Omitting it makes the book feel incomplete and out of touch with the essentials of art direction.

In short, this book might offer some visual inspiration or layout ideas for breaking away from cookie-cutter templates, but if you're looking for genuine insight into web-based art direction—how to craft a cohesive visual story across a project—this book doesn't deliver.

A concise and highly practical guide for improving UI design. The tips and guidelines are clear, actionable, and thoughtfully explained. Every chapter delivers real value without unnecessary filler. The design examples are sharp and effective—exactly what you'd expect from Adam Wathan.

I enjoyed the book and learned a lot about the alter ego effect, although I didn't like how the author is constantly talking about how experienced he is in the field of peak performance. And all the great athletes he coached, I don't think we need this information repeated throughout the book. Also, the fact that he didn't mention the work of psychologists on this subject or how alter ego has been used throughout history by great minds, it makes me feel like the author doesn't know much about what he is talking about. Which bothered me!
Other than that it's a good read.