info.design © 2005 writing for the web workshop crafting usable content

Info.Design © 2005 www.infodn.com

Writing for the Web WorkshopCrafting Usable Content


Benefits of Content

Today content increasingly drives the “value” of the organization and the individual. By and large, those who are good at content will prosper. Those who are not will perish.

Content CriticalGerry McGovern/ Rob Norton, 2002


To Craft Content, We Decide

We must decide what parts should be grouped and labeled

We must decide how the boundaries between these parts should be perceived.

We must argue effectively why these choices support our users.


We can help users by:

Providing expectations Chunk and layer text Make text concise Make text clear


Your user wants to see the key structure in your site.

You want to put that reader “in control.”

Help Users by Incorporating Expectation-Driven Structure


Build a “visual” structure by writing a blocks of text that that: predicts (preview of coming

attractions) controls (limits the possibilities) obligates (makes promise to the

reader)

Help Users by Incorporating Expectation-Driven Structure

!


Expectation Structure:First Sentence

Use this to introduce readers to key ideas that follow.

Or write a sentence that catches readers’ eye but then leads the reader into the key ideas.


Expectation Structure:Key Ideas

Place these in the order that you will discuss them in the following information.

Use each key idea and incorporate it as a heading.


Expectation Structure:First sentence in headings

Place the “subheading” ideas in the order you will present them

(Lead the reader to the key ideas in the subheadings.)


Example

Crate and Barrel Hell


Exercise: Part 1

Envision an audience like yourselves who want content on strategies for writing for the web.

What would you want to know? Write them down.



Providing expectations

Chunk and layer text Make text concise Make text clear


Chunk and Layer TextOur Goals

Users preprocess information in four seconds. Our goal is to help them.

As “architects of information” we can promote writing for the web from our chunking and labeling, perspective.

Our goal is to look at each piece of information we have assembled to help the user complete the task.


Chunk and Layer Text: Process for Organizing

Shape each chunk of information so readers can “see the text” — 1.Look at each piece of information. Ask yourself, “why

does the user want this information”

2.Ask: “how does this relate to the parts of the whole?”

Shape information so users can find it and use it — share it, consider it, debate it, and act upon it.


Chunk and Layer Text Process for Organizing

Use headings and subheadings to show hierarchy and connections For each chunk of information, identify a

heading or a subheading. It is your goal to assemble these pieces of information so your reader can “use” them.

Place only one key idea in each grouping of information.


Chunk and Layer Text : Process for Organizing (Cont.)

If you have done your work envisioning your audience, it should be very easy to look at each chunk of information and... categorize the level of information. identify responsibility of the person writing

this piece. assemble the pieces to meet your

document’s purpose.


Chunk and Layer Text: Incorporate Visual Strategies

Create visual page layout: indent text limit line length to approximately 10-12 words; 2-4 inches put items and sequences in bulleted lists (of no more than 8

items) use ample headings and subheadings put blank lines between paragraphs (remember rules of

proximity) NEVER make readers scroll to the right


Chunk and Layer Text: Incorporate Visual Strategies

Incorporate usable type: bold key words (it’s easier to read) use typefaces and sizes to distinguish headings and

subheadings from base text (small images are an option)

use sans serif font faces (Arial) for headings(check out the type built specifically for web display)

AVOID ALL CAPS AT ALL TIMES BECAUSE IT’S DIFFICULT TO READ (ISN’T IT?)


Exercise: Part 2

Based on what your audience wants to know, regroup the exercise text.

Pay special attention to the headings and subheadings you build.



Providing expectations Chunk and layer text

Make text concise Make text clear


Make Text Concise:Use Fewer Words

Use 50% fewer words than you would in print.

Use chunks, headings, lists, subheadings to convey information. Bulleted lists might introduce a longer

discussion or provide links


Make Text Concise:Activate the Passive

Use a character/action driven structure of writing text. Users will want to know who is doing what.

Avoid abstract nouns (such as: “A determination was made”).


Make Text Concise:Use Simple Sentences

Use simple sentences simple does not equal “dumbed down”

Archive long texts written in a complex style enable your reader to access dense

documents


Make Text Concise:Incorporate Heads & Blurbs

Build concise easy to understand headings and subheads

Incorporate blurbs Condense the text to provide information about the

information Be sure that if the blurb links to additional text,

there really is more to say.


Exercise: Part 3

Based on what your audience wants to know, reshape text to help them out



Providing expectations Chunk and layer text Make text concise

Make text clear


Make Text Clear:Follow Old/New Rule

Follow the “old/new rule” to ensure easy comprehension Put “old” information at the beginning of the sentence Put “new” information at the end

Use clear antecedents (be sure your reader knows who the character is)

Cut verbage …. TIP: Write in 4-Inch Space.


Make Text Clear:Show Relationships

Use associative links Use links rather than words to help

your readers comprehend density in content.

Enable your readers to see relationships in content.


Make Text Clear:Use Consistent Tone & Style

Identify a “tone” you want to incorporate on your page.

Ensure the tone supports your audience, purpose, and context

Refer to organizational style guides or CREATE ONE if you do not have a style guide.


Make Text Clear:Incorporate Visual Cues

To ensure visual understanding, emphasize spatial organization Spatial organization can engage

readers, direct their attention, prioritize the information they see

Maintain visual interest; visual simplicity; and visual continuity


Make Text Clear:Show Value to Readers

Relate text to what readers want to DO with the information

LAYER information that doesn’t directly support the reader, or provides more information than the reader can understand.

info.design © 2005 writing for the web workshop crafting usable content

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