Persuasion through
Page Architecture

TM

Nancy Webb

Bay Area Consultants Network
November 22, 2013

1
Today’s Talking Points
■ Page Architecture . . . ?

■ Visual vs. Verbal Communication
■ The Pages: Three Critical Consider...
Page Architecture . . . ?

3
© 2013 Nancy Webb. All rights reserved
Page Architecture . . . at Work

4
© 2013 Nancy Webb. All rights reserved
Visual vs. Verbal Communication
The Words

■ Written words make you hear spoken words
■ Visuals communicate viscerally

5
...
Visual vs. Verbal Communication
The Words
Visual consistency clarifies content

6
© 2013 Nancy Webb. All rights reserved
Visual vs. Verbal Communication
The Page
Newspaper

Brochure

Spec Sheet

Annual Report

Textbook

White Paper

7
© 2013 N...
Visual vs. Verbal Communication
The Page

8
© 2013 Nancy Webb. All rights reserved
Negative/ White Space

9
© 2013 Nancy Webb. All rights reserved
Negative/ White Space

10
© 2013 Nancy Webb. All rights reserved
Negative/ White Space

11
© 2013 Nancy Webb. All rights reserved
Scannability
Alignment + Scale + Weight + Color

12
© 2013 Nancy Webb. All rights reserved
Scannability

Association
The Words

13
© 2013 Nancy Webb. All rights reserved
Scannability

Association
The Page

14
© 2013 Nancy Webb. All rights reserved
Visual Hierarchy
Pattern Recognition
Go from large, bold type with color to small, light weight, black text.

15
© 2013 Na...
Page Architecture at Work
Proposal

16
© 2013 Nancy Webb. All rights reserved
Page Architecture at Work
Promotional Flyer

17
© 2013 Nancy Webb. All rights reserved
Page Architecture at Work
Spec Sheet

18
© 2013 Nancy Webb. All rights reserved
Page Architecture at Work
Newsletter

19
© 2013 Nancy Webb. All rights reserved
Good Page Architecture = Persuasion
Transferrable Characteristics
■
■
■
■
■

Credible expert
Polished and professional
Wel...
Persuasion through Page Architecture

TM

Thank You!

510.531.3611 nancy@nancywebb.com

Bay Area Consultants Network
Novem...
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Persuasion through Page Architecture with Nancy Webb

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Nancy Webb describes to the Bay Area Consultants Network (BACN) in November 2013 how page architecture in web and print can help you make your point and persuade your audience.

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Persuasion through Page Architecture with Nancy Webb

  1. 1. Persuasion through Page Architecture TM Nancy Webb Bay Area Consultants Network November 22, 2013 1
  2. 2. Today’s Talking Points ■ Page Architecture . . . ? ■ Visual vs. Verbal Communication ■ The Pages: Three Critical Considerations ■ White / Negative Space ■ Scannability ■ Visual Hierarchy 2 © 2013 Nancy Webb. All rights reserved
  3. 3. Page Architecture . . . ? 3 © 2013 Nancy Webb. All rights reserved
  4. 4. Page Architecture . . . at Work 4 © 2013 Nancy Webb. All rights reserved
  5. 5. Visual vs. Verbal Communication The Words ■ Written words make you hear spoken words ■ Visuals communicate viscerally 5 © 2013 Nancy Webb. All rights reserved
  6. 6. Visual vs. Verbal Communication The Words Visual consistency clarifies content 6 © 2013 Nancy Webb. All rights reserved
  7. 7. Visual vs. Verbal Communication The Page Newspaper Brochure Spec Sheet Annual Report Textbook White Paper 7 © 2013 Nancy Webb. All rights reserved
  8. 8. Visual vs. Verbal Communication The Page 8 © 2013 Nancy Webb. All rights reserved
  9. 9. Negative/ White Space 9 © 2013 Nancy Webb. All rights reserved
  10. 10. Negative/ White Space 10 © 2013 Nancy Webb. All rights reserved
  11. 11. Negative/ White Space 11 © 2013 Nancy Webb. All rights reserved
  12. 12. Scannability Alignment + Scale + Weight + Color 12 © 2013 Nancy Webb. All rights reserved
  13. 13. Scannability Association The Words 13 © 2013 Nancy Webb. All rights reserved
  14. 14. Scannability Association The Page 14 © 2013 Nancy Webb. All rights reserved
  15. 15. Visual Hierarchy Pattern Recognition Go from large, bold type with color to small, light weight, black text. 15 © 2013 Nancy Webb. All rights reserved
  16. 16. Page Architecture at Work Proposal 16 © 2013 Nancy Webb. All rights reserved
  17. 17. Page Architecture at Work Promotional Flyer 17 © 2013 Nancy Webb. All rights reserved
  18. 18. Page Architecture at Work Spec Sheet 18 © 2013 Nancy Webb. All rights reserved
  19. 19. Page Architecture at Work Newsletter 19 © 2013 Nancy Webb. All rights reserved
  20. 20. Good Page Architecture = Persuasion Transferrable Characteristics ■ ■ ■ ■ ■ Credible expert Polished and professional Well organized Accessible and forthcoming Easy to work with Enable You To ■ Shorten your sales cycle ■ Expand your client/customer base ■ Raise your rates 20 © 2013 Nancy Webb. All rights reserved
  21. 21. Persuasion through Page Architecture TM Thank You! 510.531.3611 nancy@nancywebb.com Bay Area Consultants Network November 22, 2013 21

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