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Whether it is an art or not (which is debatable) the point is that it needs to be ergonomic and usable, possibly in an intuitive way.

The article measures what would otherwise be obvious, more visible whatevers are seen by users easier and faster.

The only intuitive user interface is nipple. Everything else has to be learned!

And that can be stuffed up with prior bottle use, so not so sure if that's even true.

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