Ch 5


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Ch - 5

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Ch 5

  1. 1. Why Your Site Is Not Perfect
  2. 2. Your 3 Brains • The Reptilian Brain • The Limbic System • The Neocortex
  3. 3. • When we design landing pages for the web, we must understand that we must often please the limbic system of our visitors. • We are being judged on the emotional gut reaction that our pages evoke. • Our mid-brain knows what it is like and what it doesn’t. • At some level, the whole point of large-scale statistical landing page testing is to tap directly into this hidden limbic system decision maker and unmask it by seeing its emotionally based action.
  4. 4. Learning Modalities There are 3 major ways to get information into your long term memory. • Visual ( Learning by seeing ) • Auditory ( Learning by hearing ) • Kinesthetic ( Learning by doing )
  5. 5. Try to use the following types of information to address each learning modality more effectively: Visual : Guided imagery, color codings , diagrams, photos, maps Auditory : Audio clips, oral instructions, poems, rhymes, video clips Kinesthetic : Games and interactive activities, associating emotions with concepts, problem solving, role plaing.
  6. 6. Usability Basics Some of the overall goals of usability are : • • • • Decrease the time required to finish task. Reduce the number of mistakes. Shorten learning time. Improve satisfaction with your site.
  7. 7. When we are considering usability for landing pages, we should always take into account visitor’s typical mindset and behaviour: • • • • The Visitor has extreme impatience. The visitors commitment level to your website is low. Text is scanned, not read. The visitor has fixation on more prominent items of interest. • The visitor will pay attention to certain kinds of pictures. • The visitor’s desired next action is to click on something.
  8. 8. Information Architecture • In general your site navigation should : • Be easy to understand ( Grouped into logical unit) • Be visible ( Not require scrolling to find key navigation) • Support the visitor’s task. • Be consistent throughout the site. • Use clear and distinct labels. • Provide context
  9. 9. Legibility Since most of our Web experiences are currently based on reading, legibility requires special attention.
  10. 10. Font Styles Font Sizes Font Consistency Underlines Justification All – Caps Line Length Contrast Link Text Text background colors and images
  11. 11. Launguage How users read on the web: They don’t
  12. 12. To increase the odds of the favourable outcome you need to consider the following areas of your writing: • Structure • Tone • Format
  13. 13. Structure • The preferred structure for most web writing is the inverted pyramid. • It uses the principle of primary to control saliency. • In this style of writing, you put your conclusions and key points first. • Less important and supporting information should be placed last. • This is critical since most readers will choose not to read very far.
  14. 14. Tone How to avoid writing in ‘Marketese’ • Do not use any adjectives • Provide only objective information • Focus on the needs of your audience Your editorial tone should have following attributes: • Factual • Task – oriented • Precise • concise
  15. 15. Format • • • • • • • • Write in fragments or short sentences Use digits instead of words to write out numbers Highlight important information carrying words Use clear, emphasized titles for page headings and important subheads Use ordinary launguage Use active voice, and action verbs Use bullet lists instead of paragraphs Do not use more than 2 levels for lists or headings.
  16. 16. Visual Design • Page Layout • Graphics • Color