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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