Found a classic example of what Krug was talking about on my newspaper’s Web site. Each story is presented as a short introduction with a link to see the rest of it. The link is in bold, blue, sans-serif type (as it should be) and reads More >> That’s fine except it seems to indicate you should look in the direction the carats are pointing to find the rest. Since there are two columns on the page, when More >> appears on the right side of the left column, it appears to be directing the reader to the unrelated story to the right of it.
It’s not that you can’t figure out what to do pretty quickly. But there’s that half-second’s hesitation. I suggested they reposition the carat: >>More.