What is "good"?• It’s a matter of opinion.• What is “good” to one person, may not be “good” to another.• It depends on your specific objective and your target audience
Step One: Relevance• Time Available: 1-7 Seconds ~ 4 words per second• What’s in it for me?• Headlines & Titles – Maximum 28 words – 9-5 is the best and should be twice the size of the subheads
Step One: Relevance• Captions • People will read captions, no matter how long, before reading body text
Step One: Relevance• Photographs – Inspire curiosity and involvement – Help readers imagine themselves there – Vary size, shape alignment, layering, isolation
Step Two: Confirmation• Time Available: Up to 90 seconds• Was I right?• Looking for a reason NOT to read.
Step Two: Confirmation• Short Body Text – Increase comprehension – Every 2-3 Paragraphs • Use Sub-heads, sidebars, pull quotes, summaries, teasers • Unfinished statements will get 30-60% more people to keep reading