Putting information in layers

Cognitive load is the amount of information our working memory can hold at any time. An overload of information can drive users away instead of drawing them in. Not everything has to be laid out on the landing page of a website; that is why menus exist. The information stays hidden unless and until the user chooses to interact with it.

This way of progressively disclosing information to the user helps minimize the visual clutter and make the product simple to use.