The single largest reason for user rejection of a language is how it looks. And let’s be honest, even most successful languages are pretty ugly – from the sea of angle brackets that is XML to the monochrome lines of UML. In this session we will look at how to design languages to make best use of the limited input, processing and output capabilities of the weakest link in software development: humans. Cognitive and empirical research has produced a number of results that are often surprising, always enlightening, yet all too rarely used. We will look at these results and examples of good and bad languages, both textual and graphical, focusing on their concrete syntax.