This is “inspiring, brilliant” - as I stated in “the crowdshout” on DontClick.it.

Take away the *click* and what do you get? No dead space? Clicks = wait time, nothing happening. DontClick is an ongoing experiment dedicated to evaluating a revelation - no, an evolution - in navigation. Clickless navigation. Crazy! Insane! It can’t be done.

Upon your arrival at the site, it takes a moment to understand that you are reading an explanation about what you are about to take part in - and you might realize you just tried to click on something because, well, just because that’s what you do.

*Click* When you move on to the next page - the one time you will need to click - objects spin, roll, flip, and tumble in response to your mouse. Why? You are scanning with your mouse, which is just following your eyes.

*Click* Then, the site turns to static and wakes you up to the fact that you just clicked - on nothing.

Navigate around a little and get the hang of clickless navigation. There is a lot of information about how it works, proposed alternatives to clicking and submitting (you can try them), a comments section (crowdshout), how-to-contact sections, statistics on how many visitors click accidentally, information about how clicking is used to track, measure, and drive internet marketing, and lots of general information about the project. Learning to navigate it properly takes about five minutes, during which you will learn a great deal.

It is a beautiful site that brings some innovative ideas to the front of the mind. I am not so sure the future of the web is in this anywhere (maybe this is Web 3.0?) but the interactivity of it is stimulating. You might feel like you are actually paying attention to the content as you look at the site instead of just scanning and clicking impulsively.

Other companies use flash for a more interactive setting but the method by which you select your next destination in the site is conventional. I have always like the way the Diesel Clothing company uses flash to create an interactive and artful experience but for the Diesel site artful is the point of it. They want to create an atmosphere but are not smashing any design barriers. Oh, and they require clicking (the nerve).

Dontclick.it is about finding a different way to navigate and I think they might be on to something - a more thoughtful way. Can we increase sales leads from our websites if people are thinking more deeply about the content and options? I would like to find out. What do you think?

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