The Truth About Messaging Hierarchy

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Information about The Truth About Messaging Hierarchy

Published on June 11, 2008

Author: joanna_wiebe

Source: slideshare.net

Description

Quick presentation about organizing information (specifically copy) on e-commerce sites.

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.

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?

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?

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?

What messages are bold here?

Myth 2: Just make it bold And where does your eye actually go?

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?

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

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

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