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Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
Letting go of the words – an overview
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Letting go of the words – an overview

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  • Marketing Moments - Google Adwords Help
  • Wordpress articles – Seth Godin’s blog
  • Twitter
  • Google
  • Amazon, Ebay, Google, Apple, all avoid reverse text.
  • Consumer products“How it works”Location, statistics, etc. Skype
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    • 1. Letting Go of the Words – An OverviewPart 1<br />IswaryaMurali<br />12th March, 2010<br />
    • 2. Importance of Writing Good Content<br />Communicate with the Audience<br />Focus on Essential Messages<br />Designing Web Pages for Easy Use<br />Tuning up your Sentences<br />Effective Use of Illustrations<br />Press Releases<br />AGENDA<br />
    • 3. Importance of Writing Good Content<br />“66% of visitors don’t rarely –if ever – return to a site once they’ve had a bad experience.”<br />People come to websites for specific goals to <br />(i) get tasks done <br />(ii) to find answers <br />They ‘skim’ through content to find information.<br />Usability Tests<br />Test early<br />Test often<br />Test small (iteratively)<br />
    • 4. List your audience and gather information about them<br />List major characteristics – what is each visitor looking for?<br />Difference in experience, emotions, technology, knowledge, values, demographics, etc.<br />Create ‘personas’ and have them in mind while designing and writing content.<br />Use sample scenarios<br />Communicate with the Audience<br />
    • 5. Focus on Essential Messages<br /><ul><li>Start with the key point. Write in an Inverted Pyramid Style that matches readership</li></ul>Main Point<br />Supporting information<br />History and background<br /><ul><li>Give the audience only what they need
    • 6. Think from their point of view
    • 7. What are the questions the audience will ask? – Address those
    • 8. Cut down on unnecessary information
    • 9. Make information flow logically
    • 10. At the same time, don’t leave out what is essential to be clear</li></li></ul><li>Focus on Essential Messages<br />Make text easy on the eye <br />Large paragraphs and blocks of text ×<br />Unnecessary technical jargon ×<br />Asterisk/Footnotes ×<br />Lists and bullets <br />Market by giving useful information<br />Web is essentially a “pull” technology, when compared to traditional marketing<br />Take advantage of “marketing moments” – after the visitor is partially satisfied.<br />For instance, after a really useful/impressive piece of information direct them what to do next<br />Case study in Usability Testing shows that all participants preferred bullet points<br />
    • 11. Focus on Essential Messages<br />Layer from an information page to more pages<br />Layer from brief description to the full article<br />Layer from part of the page to a short explanation<br />Pathway Page: Scan, select and Move on<br />Information Page: scan and get information<br />Home<br />Other information page – more details<br />Other information page – more details<br />
    • 12. Designing Web Pages for Easy Use<br />Design consistency across the site:<br />Elements such as Company name, logo, Search box, segregation of header and text, navigation menus – should follow the same pattern across the site<br />The entire site should have the same design and alignment (for instance, placement of images, header, menus, colors)<br />Integrate content and design from the beginning<br />Make various page elements ‘obvious’ <br />Use templates for each ‘page type’<br />
    • 13. Designing Web Pages for Easy Use<br />Working with specific page elements – Do’s: <br /><ul><li>Use active spacing for Titles, between lists and bullets, introductory paragraphs, etc. – to make it stand out.
    • 14. Good contrast between text and background
    • 15. Choose a Sans Serif font and the right font size (if possible let visitors adjust text size)
    • 16. Choose colors wisely – taking into account cultural and other factors.
    • 17. Use fluid layouts, with medium line lengths. </li></li></ul><li>Working with specific page elements – Don’ts:<br /><ul><li>Avoid false bottoms/horizontal lines at the end of the page – test in different resolutions
    • 18. Don’t let headings float – align them closer to the paragraph they ‘head’ than to the previous paragraph.
    • 19. Avoid centered text, all upper case text, underlining and italicizing too much.
    • 20. Avoid reverse text
    • 21. Colors should never be the only indicator of a feature.</li></ul>Designing Web Pages for Easy Use<br />
    • 22. Tuning up your Sentences<br /><ul><li>Talk to visitors; use “you” wherever possible
    • 23. Be personal – use “I”(for blogs), “we/us” for referring to the organization.
    • 24. Use imperative for instructions(better, in a list)
    • 25. Gender-neutral writing: you/plural/the/verb phrase
    • 26. Being informal is okay – use short and straightforward sentences.
    • 27. Keep paragraphs short – even 1 sentence paragraphs are acceptable
    • 28. Give extra information its own space.</li></li></ul><li><ul><li>Avoid passive voice
    • 29. Don’t mix up nouns and pronouns
    • 30. Don’t use unnecessary text such as “Click here to know..” Underlined text is self explanatory as a link
    • 31. Avoid ‘big words’ – always try to talk in the words of your user.
    • 32. Don’t put action into the nouns; use verbs</li></ul>Tuning up your Sentences<br />
    • 33. Types of pictures<br />Picture of exact item<br />Picture to illustrate process or concept <br />Chart/graph/map<br />‘Mood’ picture <br />Effective Use of Illustrations<br />
    • 34. Effective Use of Illustrations<br />General guidelines<br />Don’t distract the audience with an abstract picture<br />Support, don’t hide content<br />Differentiate content from ads<br />Avoid blinking, rolling ads<br />Don’t make people wait for Flash/animation<br />Use animation only when absolutely necessary<br />In pictures of people, show diversity<br />
    • 35. Break into sections with bold headings<br />Use short paragraphs, lists, bullets, graphics<br />Give relevant links to additional information<br />Indicate persons to contact, email, etc.<br />Press Releases<br />
    • 36. Thank you!<br />

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