1. DEVELOPING ONLINE CONTENT
HAMMERICH & HARRISON
2002

2. PRINT READING Vs WEB READING

3. THINKING GLOBAL

4. COLOURS: RED

5. TEXT IN THE CONTEXT OF DESIGN AND NAVIGATION

6. ORGANIZING A WEB SITE TWO PIVOTAL SKILLS:
YOU KNOW HOW TO STRUCTURE INFORMATION SO THAT THE FLOW OF CONTENT IS LOGICAL AND COHERENT
YOU’VE LEARNED TO WRITE/EDIT WITH THE READER CONSTANTLY IN MIND

7. ORGANIZING A WEB SITE
ORGANIZING INFORMATION IS ABOUT DEMONSTRATING THE RELATIONSHIPS AMONG ITEMS IN SUCH A WAY THAT THEY ARE EASY TO FIND
THERE IS NO SINGLE SOLUTION TO ORGANIZING ONFORMATION

8. ORGANIZING A WEB SITE 5 WAYS TO ORGANIZE INFORMATION:
ALPHABET
TIME
CATEGORY
LOCATION
HIERARCHY
EACH DIFFERENT METHOD OF ORGANIZATION THAT YOU USE WILL CREATE A DIFFERENT MEANING FOR USERS

9. HOW TO ACCESS CONTENT VIA: INFORMATION ARCHITECTURE (IA)
NAVIGATION DESIGN (ND)
GRAPHICAL USER INTERFACE (GUI)

10. INFORMATION ARCHITECTURE
IA IS THE ORGANIZING OF INFORMATION INTO LOGICALLY RELATED GROUPINGS SO USERS CAN NAVIGATE EFFECTIVELY THROUGH THE CONTENT AND FIND THE INFORMATION THEY SEEK
ARCHITECTURES CAN HAVE SIGNIFICANT EFFECTS ON USABILITY

11. INFORMATION ARCHITECTURE
IA IS THE CREATION OF CONTENT WITHIN DESIGN, USING KNOWLEDGE OF COGNITIVE ISSUES SUCH AS LEARNING STYLES, AND SO FORTH, TO MAKE A SITE MOST EFFECTIVE FOR USERS (>STANDARDIZATION)
IT IS THE OVERALL PROCESS OF DEVELOPMENT INCLUDING PLANNING, ORGANIZING, DESIGNING, DRAFTING, TESTING, GATHERING FEEDBACK, AND KEEPING CONTENT UP TO DATE

12. IA MODELS OF INFORMATION WEB SITES (1)

13. IA MODELS OF INFORMATION WEB SITES (2)

14. INFORMATION ARCHITECTURE
IA HAS TWO DIFFERENT ASPECTS :
CONTENT
KNOWLEDGE MANAGER
INFORMATION ARCHITECT/DESIGNER
CONTENT STRATEGIST
TECHNOLOGY
DATABASE ARCHITECT
NETWORKING ARCHITECT
DATA MODELER

15. NAVIGATION DESIGN ND IS THE CONNECTION BETWEEN IA AND GUI
THIS CONNECTION IS REPRESENTED BY LINKS:
MAIN NAVIGATION LINKS
SHORTCUT LINKS
CONVERGING LINKS
HYPERTEXT LINKS
REDUNDANT LINKS

16. NAVIGATION DESIGN
MAIN NAVIGATION LINKS: provide pathways to and from the main site sections.
SHORTCUT LINKS: allow users to access important information without drilling down the site (e.g. Press Releases, Privacy Policy)
CONVERGING LINKS: bring users from different locations to the same point
HYPERTEXT LINKS: create additional connections
REDUNDANT LINKS: are duplicated in the web page

17. PRIORITY OF NAVIGATION ELEMENTS

18. GRAPHICAL USER INTERFACE
GUI IS WHAT THE USER SEES ON HIS/HER SCREEN FROM THE ‘HOME’ PAGE AND THROUGHOUT THE SITE.
IT REPRESENTS THE ARCHITECTURE AND THE NAVIGATION OF THE SITE AND PROVIDE ACCESS TO THE TO THE SITE’S INFORMATION WITHOUT REVEALING THE ORGANIZATION BEHIND IT

19. GRAPHICAL USER INTERFACE
GUI HAS 3 MAJOR FUNCTIONS:
HELP USER TO DEVELOP A MENTAL MAP OF THE STRUCTURE OF THE SITE
PROVIDE A GOOD OVERALL LOOK-AND-FEEL TO THE SITE
ASSIST USERS IN REACHING THE INFORMATION THEY WANT

20. GRAPHICAL USER INTERFACE
ELEMENTS OF A WELL-DESIGNED GUI INCLUDE:
VISUAL METAPHORS (immediate comprehension)
INTERNAL CONSISTENCY IN THE LOOK-AND-FEEL of different site sections, as appropriate for users
CONSISTENCY IN THE USE OF ICONS (e.g. ‘Help’ button: text or icon)
LACK OF CLUTTER (users can find easly what they need)

21. MIND MAPPING: IA REVEALED

22. A WEB MODEL

23. TRADITIONAL NAVIGATION PATTERNS
THE TOP NAVIGATION BAR FOR LINKS TO CORPORATE INFORMATION, SEARCH ENGINES, AND SITE MAPS
THE LEFT-HAND NAVIGATION BAR FOR MAIN CONTENT SITE SECTIONS
BOTTOM-OF-THE-PAGE LINKS FOR UTILITY ITEMS SUCH AS POLICY LINKS, PRIVACY LINKS, COPYRIGHT STATEMENTS
THE RIGHT-HAND NAVIGATION BAR FOR ADD-ONs SUCH AS ADVERTISING, SPONSORS, SURVEYS, OPINION POLLS etc

26. canlearn interactive website today

27. WEB WRITING STRATEGIES

28. E-RHETORIC. A NEW FORM OF PERSUASION
THE WEB IS TRULY A NEW AND DIFFERENT MEDIUM, REQUIRING JUST AS MUCH CREATIVITY ON WEB WRITER’S PART AS ANY INFORMATIONAL PRODUCT BASED ON PRINT
HOWEVER, WEB WRITER/EDITOR HAS TO ADJUST HIS/HER THINKING ABOUT MANY ASPECTS OF TEXT, FROM ITS DEVELOPMENT TO ITS PRESENTATION.

29. RHETORIC
ARISTOTELE DESCRIBED RHETORIC AS “THE FACULTY OF OBSERVING IN ANY GIVEN CASE THE AVAILABLE MEANS OF PERSUASION
LANHAM (1976:4) STATES:” RHETORICAL MAN IS TRAINED NOT TO DISCOVER REALITY BUT TO MANIPULATE IT”
“LANGUAGE THAT IS ELABORATE, PRETENTIOUS, INSINCERE, OR INTELLECTUALLY VACUOUS” (American Heritage Dictionary)

30. RHETORIC
IN THE INFORMATION AGE RHETORIC IS THE ECONOMICS OF HUMAN ATTENTION-STRUCTURES
THE CONCEPT OF WRITING FOR THE WEB IS BASED ON THE RHETORICAL TRADITION, WITH ITS FOCUS ON PERSUASION THROUGH THE CHOICE OF WORDS, EMPHASIS ON THE AUDIENCE, AND AN UNDERSTANDING OF THE SITUATION IN WHICH THE WORDS WOULD BE PRESENTED

31. RHETORIC RHETORICAL STRATEGIES ARE:
ORAL SITUATION: MODULATION AND PITCH OF VOICE, CREATION OF PAUSES, PHYSICAL STANCE, HAND GESTURE, EYE CONTACT etc.
WRITTEN SITUATION: GRAPHICS (FONT TYPES, SIZE, COLOUR) AND VISUALS

32. E-RHETORIC
WEB RHETORIC IS A COMBINATION OF ORAL AND WRITTEN TRADITIONS AND INCLUDES AS WELL MULTIMEDIALITY AND INTERACTIVITY
IT ALSO INVOLVES QUALITY WEB CONTENT WHICH IS BASED ON THE FOUR Cs:
CREDIBILITY
CLARITY
CONCISENESS
COHERENCE

33. CREDIBILITY 5 CRITERIA FOR EVALUATING CREDIBILITY: AUTHORITY ACCURACY
OBJECTIVITY
CURRENCY
COVERAGE AND INTENDED AUDIENCE

34. TIPS TO DEVELOPING ONLINE CREDIBILITY

35. CLARITY
WRITING WITH CLARITY IS OFTEN REFERRED TO AS USING PLAIN LANGUAGE (INTERNATIONAL LANGUAGE) - A TERM WHICH MEANS MAKING TEXT UNDERSTANDABLE, PARTICULARLY GOVERNMENT DOCUMENTS THAT ARE USED BY THE PUBLIC

36. TIPS TO CLARITY IN ONLINE WRITING

37. CONCISENESS
BEING CONCISE MEANS HAVING THE SKILL TO PRESENT A TOPIC IN THE MOST ECONOMICAL MANNER POSSIBLE, THAT IS, USING AS FEW WORDS AS YOU CAN BUT STILL MEETING THE USER’S NEED FOR INFORMATION
THE AMOUNT OF ECONOMY REQUIRED OF WEB TEXT DEPENDS ON WHERE THE TEXT IS ON THE SITE AND HOW THE READER WILL USE IT

38. TIPS TO CONCISENESS IN ONLINE WRITING
DETERMINE PRECISELY WHAT THE DOCUMENT WANTS TO TELL YOU, THAT IS THE THEME
SELECT KEY WORDS OR THOUGHTS THAT WOULD BE THE BASIS OF MAJOR HEADINGS IN YOUR REVISED DOCUMENT
BUILD SENTENCESAPPLICABLE TO THE THEME AROUND THE KEY WORDS
ONLY USE ONE OR TWO KEY THOUGHTS PER SENTENCE. PUT THOSE SENTENCES IN A LOGICAL SEQUENCE TO CONVEY THE NARRATIVE OF THE DOCUMENT
ADD SOME TRANSITIONAL WORDS TO MAKE THE ABBREVIATED TEXT FLOW SMOOTHLY (CONJUNCTIONS)

39. TIPS TO CONCISENESS IN ONLINE WRITING (CONT.)
CONTINUE TO RE-WRITE UNTIL YOUR TEXT ACHIEVES THESE FOUR GOALS:
YOU’VE REDUCED PRINCIPAL CONCERNS TO THE FEWEST WORDS POSSIBLE
YOU’VE PROVIDED A COMPREHENSIVE VIEW OF THE SITUATION
YOU’VE ENSURED THAT THE CONCEPTS OF CAUSE-AND-EFFECT ARE CLEARLY DIFFERENTIATED WHEREVER THEY OCCUR IN THE TEXT
YOU’VE RETAINED A CLEAR SENSE OF SUBSTANCE AND QUALITY IN YOUR DOCUMENT

40. COHERENCE
ALL PARTS OF THE TEXT CONNECT TOGETHER IN CLEAR AND LOGICAL WAYS, ENHANCING ITS ABILITY TO PERSUADE READERS.
TEXTUAL COHERENCE OCCURS THROUGH 3 INTER-RELATED ELEMENTS:
THE STRUCTURE OF INFORMATION
THE TIES THAT HOLD TEXT TOGETHER
USE OF THE USER’S BACKGROUND KNOWLEDGE

41. COHERENCE: THE STRUCTURE OF INFORMATION
COHERENCE IN THE STRUCTURE OF CONTENT ON A SITE DEPENDS ON THREE IMPORTANT ELEMENTS:
WELL-BUILT INFORMATION ARCHITECTURE
INTERNAL LINKS THAT MAKE LOGICAL SENSE
WEB PAGES THAT CAN STAND ALONE AS RHETORICAL UNITS OF INFORMATION

42. COHERENCE: THE TIES THAT HOLD TEXT TOGETHER

43. COHERENCE: THE TIES THAT HOLD TEXT TOGETHER (CONT.)

44. COHERENCE: USE OF THE USER’S BACKGROUND KNOWLEDGE
TO CREATE COHERENCE, USERS CAN COMBINE THE TEXT AND THEIR PRIOR KNOWLWDGE IN FOUR WAYS:
GENRE RECOGNITION
UNDERSTANDING OF CONVENTIONS
LANGUAGE KNOWLEDGE
BACKGROUND KNOWLEDGE

45. TIPS TO BUILDING ONLINE COHERENCE

46. USEFUL RHETORICAL CONJUNCTIONS