writing for scanners
TRANSCRIPT
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COMA 360 - DMH
WRITING FOR SCANNERS
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COMA 360 - DMH
QUALITIES OF WEB BASED COMMUNICATION
Non-linear approach
Interactivity
Multi-media
Personalized
Visual design centered
Others?
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COMA 360 - DMH
WHY SCANNERS NOT READERS?
Reading from computer screens is tiring
The Web is a user-driven medium
Each page has to compete with hundreds of millions of other pages
Modern life is hectic
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COMA 360 - DMH
HOW USERS READ ON THE WEB
Highlighted keywords
Meaningful sub-headings
Bulleted lists
One idea per paragraph
The inverted pyramid style
The chunking text style
Half the word count of conventional writing
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COMA 360 - DMH
F-SHAPED PATTERN FOR READING WEB CONTENT
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COMA 360 - DMH
WRITING STYLESIMPROVING USABILITY
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COMA 360 - DMH
PROMOTIONAL WRITING
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Dense writing trying to do too much
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COMA 360 - DMH
CONCISE TEXT
In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch State Historical Park.
Edited version appropriate for brochure or fact sheet
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COMA 360 - DMH
SCANNABLE LAYOUT
Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were:
• Fort Robinson State Park (355,000 visitors) • Scotts Bluff National Monument (132,166) • Arbor Lodge State Historical Park & Museum
(100,000) • Carhenge (86,598) • Stuhr Museum of the Prairie Pioneer (60,002) • Buffalo Bill Ranch State Historical Park (28,446)
Lots of content, but easy to read with links to more content
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COMA 360 - DMH
OBJECTIVE LANGUAGE
Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446).
Eliminates promotional language
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COMA 360 - DMH
COMBINED VERSION
In 1996, six of the most-visited places in Nebraska were:
• Fort Robinson State Park• Scotts Bluff National Monument• Arbor Lodge State Historical Park & Museum• Carhenge• Stuhr Museum of the Prairie Pioneer• Buffalo Bill Ranch State Historical Park
Eliminates fluff – with easy to follow links
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COMA 360 - DMH
CHUNKING
a method of presenting information splits concepts into small pieces or "chunks"
of information to makes reading and understanding faster and
easier.
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COMA 360 - DMH
CHUNKED CONTENT CONTAINS
bulleted lists short subheadings short sentences short paragraphs easily scannable text inline graphics
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COMA 360 - DMH
WRITING CLEARLY
Put the main message first
Cut out words
Keep paragraphs short
Keep sentences short
Use fragments
Use the users' words
Give examples