The truth about messaging hierarchy (Web)

Joanna Wiebe – June 10, 2008

Defining messaging hierarchy

The positioning of messages in a way that creates an intuitive understanding of message importance for the reader.

Myth 1: Place messages in order.

Myth 1: Place messages in order

What are the top 3 messages to communicate in this list?

Myth 1: Place messages in order

Now, where does your eye actually go on the list?

The truth: The most important points

should go at the top and the bottom of a list.

(The middle of a list gets overlooked.)

Myth 2: Just make it bold.

Myth 2: Just make it bold

What messages are bold here?

Myth 2: Just make it bold

And where does your eye actually go?

The truth: Place important messages

near an image and less important messages

elsewhere.(Work with where the eye naturally goes.)

Myth 3: That looks cluttered!

Myth 3: That looks cluttered!What messages do you notice on this page?

The truth: Switching fonts, colours & sizes offends our design principles

– but not the customers’.(Even highlighting text is acceptable now.)

So…

• Use images & icons near messages you want to communicate most

• Expect people not to read the middle points in your list (or keep them to 3s)

• Let go of old-school feelings about style online

If all else fails, just ask a writer.

Joanna Wiebe, Copywriter – Intuit Canada