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Writing For The Web
Wayne MacPhail
Week Four
Overview• A History Lesson
• Inverted Pyramid Revisited
• Online Voice
• MicroContent
• What Eye Scans Teach Us
• Writing for Navigation
• Writing Links
A History LessonOr, why you should
never draw a pig in clay.
From Oral to Written
Token Gestures
Early Egyptian Writing
Early Media
Synoptic Gospels
Synoptic Gospels
Editoral Comment
Time to crack open a beer.
Says me.
Says him.
Says him.Says him.
Says him.
Illustrated Manuscripts
This will kill thatThe archdeacon gazed at the gigantic edifice
for some time in silence, then extending his right hand, with a sigh, towards the
printed book which lay open on the table, and his left towards Notre-Dame,
and turning a sad glance from the book to the church,--
"Alas," he said, "this will kill that."
Notre-Dame de ParisVictor Hugo
Inverted PyramidMost Important
Least Important
Write Tight
Say what you want to say.Cut it in half.
Cut it in half again.
Write it.Cut it in half, twice.
Write. Cut. Twice.
Passive vs. Active
There were a great number of deadleaves lying on the ground.
Passive
Dead leaves covered the ground.Active
Passive
She soon repented her words.Active
It was not very long before shewas very sorry that she had saidwhat she had.
Passive
The cock’s crow came at dawn.Active
At dawn the crowing of a roostercould be heard.
Banish Happy Talk
Hello. Welcome to our new, improved site about gardening inCanada. We’re sure glad to see you and hope this siteprovides you with the tips, message boards and catalogueguides every Canadian gardener needs! Enjoy your visit andthanks!!!
NewMessage BoardsTipsCatalogues
Microcontent
• Heads
• Subheads
• Marginalia
• Grabber Quotes
• Captions
Structure
Writing Microcontent
Heads and Blurbs
Eye Scan Reality
Attention Grid
Word Scans
Eye Scan
Key Eye Scan Findings
• Upper left of page gets most attention
• Dominant headlines get first attention
• Underlined heads discourage subhead reading
• Lefthand words in subheads read most
• Shorter paragraphs preferred
• Larger pictures preferred
Writing for Navigation
• Consider each button a door sign
• Use the words your users use
• Be consistent page to page
• Don’t make your users go on a treasure hunt
Buttons Like Door Signs
Use words your users use
Learn more about assistive devices
Find out about our articulation agreements
What accomodations can you expect?
Free devices that can help you succeed.
Turn your diploma into a degree.
How should the college be helping you?
Be consistentWin all your textbooks
Books-for-Free Contest
Win all your textbooks
Win all your textbooks
No Treasure Hunts
Main MenuDocumentsResourcesKey Papers
BackgroundersNeed to Know
Find the Free Player
What’s the Diff?
Writing Links
Metafilter Goodness
