Visual Communication — Part 6

Four Deadly Sins that drive visitors away

John CounselBy John Counsel — The Marketing Doctor

Sin #4. Verbal diarrhea

Running off at the mouth. Huge slabs of text. Intimidating!

  • Break it up.
  • Use shorter paragraphs.
  • Use subheadings.
  • Use indentations.
  • Use bullet points.
  • Make your text visually interesting and appealing.
  • Use your layout to lead the visitor naturally through your text.
  • Subheads should give the visitor a quick overview of the content of the page at a glance.
  • And use plenty of white space.

Lack of white space is one of the most common problems on the web, even with otherwise well-designed sites. (White space online is far cheaper than in print.)

Because it’s absence is so common, and such a danger to visitor comprehension levels, we’ve given white space a page of its own.

Next… White Space  

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