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Design ~ Content

Web Users Don't Read,
They Scan

  • No long paragraphs
  • Use bullets
  • Use sub-headings

Be Succinct!
write only 25-50% of the content you'd use in print design
We use the web to feel productive,
reading long textural content feels
counter-productive
Reading on a computer is tiring
We read 25% slower on screens

Use newspaper-style nesting format for better scannability

Heading <H1>

Sub Heading <H2>

Sub Sub Heading <H3-H6>
Speell Check, Always
Highlighting keywords is eye-catching and helps content recognition
900 lb. Gorilla
don't write cute headlines, they should be meaningful for scanning
Page Chunking
Break information into small chunks to assist cognative load and easier
scannable understanding
Put a headline
Followed by a short paragraph to give users a sense of the story. This amount of information works best on the web where users tend to scan instead of reading like a book or newspaper. Follow the information by a hyperlink to in-depth content for readers who want to read on. More>>
Metaphors don't usually work well on web sites as designers try to be too cutesy rather than give you the information you're seeking.
Content should be written at a grade school level for users with cognative disablities. However the target audience should drive the content taxonomy.
We don't like to scroll
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January 9, 2008
©2008 Kevin Stretch