These tips apply to print, web, PowerPoint, ads, etc.

Keep Content as Concise as Possible

Methodology

Users tend to skim to find information – searching for keywords, reading in a non-linear fashion (i.e. we skip around a page instead of reading it from top to bottom) and have lowered attention spans. Shorter articles enhance readability, so much so that many popular readability measurement formulas use the length of sentences and words as factors that influence ease of reading and comprehension.

Procedures

• Get to the point as quickly as possible.
• Cut out unnecessary information.
• Use easy-to-understand, shorter, common words and phrases.
• Avoid long paragraphs and sentences.

Use Headings to Break Up Long Articles

Methodology

Web pages will be constructed for ‘block reading – in compartmental sections of information – to let users get directly to items that seem to match their search. Our strategy will be to break up long articles into sections so that users can easily skim down the page.

Procedures

• Before writing a post, organize the content in logical chunks
  • Outline the entire article before writing
  • Use simple and concise headings
• Use keyword-rich headings to aid skimming, as well as those that use their browser’s search feature (Ctrl + F on Windows, Command + F on Mac).

Make Web Content  ‘Scannible’

Methodology

Web users skim content. Designing and structuring webpages with skimming in mind can improve usability. Users tend to read the first few words of headings, titles and links when scanning a web page.

Procedures

• The active voice is preferred for most writings, although there are times when using the passive voice for front-load keywords in titles, headings, and links by using the passive voice can be an effective writing device.
• Place important information at the top of articles.

Use Bulleted Lists and Text Formatting

Methodology

Users fixate longer on bulleted lists and text formatting (such as bolding and italics). These structures separate content into discrete parts and highlight important keywords and phrases.

Note: only use underline for URL web links.

Procedures:

• Consider breaking up a paragraph into bulleted points.
• Highlight important information in bold and italics.

Make Hyperlinked Text User-Friendly

Methodology

Proper use of hyperlinks can aid readability.

Procedures:

• Indicate which links have already been visited by the user by styling the visited CSS selector differently from normal links, as suggested by Nielsen, so that readers quickly learn which links they’ve already tried.
• Use the title attribute to give hyperlinks additional context and let users know what to expect once they click the link.
• For additional tips, read >Visualizing Links: 7 Design Guidelines.

Use Visuals Strategically

Methodology:

Users are attentive to photos and other images that contain relevant information. Effective visuals can replace or reinforce long blocks of textual content.

• Make sure images you use aid or support textual content.
• Avoid meaningless visuals.

Special thanks to my coworker Deb Wentz (at OSU) for submitting her input!