The Truth About Messaging Hierarchy

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Quick presentation about organizing information (specifically copy) on e-commerce sites.

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The Truth About Messaging Hierarchy

  1. 1. The truth about messaging hierarchy (Web) Joanna Wiebe – June 10, 2008
  2. 2. Defining messaging hierarchy <ul><li>The positioning of messages in a way that creates an intuitive understanding of message importance for the reader. </li></ul>
  3. 3. Myth 1: Place messages in order.
  4. 4. Myth 1: Place messages in order <ul><li>What are the top 3 messages to communicate in this list? </li></ul>
  5. 5. Myth 1: Place messages in order <ul><li>Now, where does your eye actually go on the list? </li></ul>
  6. 6. The truth: The most important points should go at the top and the bottom of a list. (The middle of a list gets overlooked.)
  7. 7. Myth 2: Just make it bold.
  8. 8. Myth 2: Just make it bold <ul><li>What messages are bold here? </li></ul>
  9. 9. Myth 2: Just make it bold <ul><li>And where does your eye actually go? </li></ul>
  10. 10. The truth: Place important messages near an image and less important messages elsewhere. (Work with where the eye naturally goes.)
  11. 11. Myth 3: That looks cluttered!
  12. 12. Myth 3: That looks cluttered! <ul><li>What messages do you notice on this page? </li></ul>
  13. 13. The truth: Switching fonts , colours & sizes offends our design principles – but not the customers’. (Even highlighting text is acceptable now.)
  14. 14. So… <ul><li>Use images & icons near messages you want to communicate most </li></ul><ul><li>Expect people not to read the middle points in your list (or keep them to 3s) </li></ul><ul><li>Let go of old-school feelings about style online </li></ul>
  15. 15. If all else fails, just ask a writer. Joanna Wiebe, Copywriter – Intuit Canada

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