1. Strategies for Print and Web Development
Cathy Hogan
NIP Web Team Leader Using the Web to Communicate about Immunization
Maggie Reilly
Content & Usability Specialist Design Tips for Print Materials
National Immunization Program (NIP)

2. Introduction Cathy Hogan, Web Team Leader
NIP Web team lead
Overall NIP web site design
Content, structure, and functions
Maggie Reilly, Content & Usability Spec.
Specialized content
Applications & user interfaces
Usability assessments

3. What you can learn today
Why information needs to be written specifically for the web
How to make web pages easy to scan and read
When and how to include print materials

4. Strengths of the Web Create, publish, and distribute quickly
Modify and update content easily
Keep production costs low
Tailor information to suit multiple audiences
Link to additional resources
Incorporate tools and programs

5. Why not just copy content to the Web?
Print materials
self-contained, stand-alone
unchanging or “static”; a revised document is a new document
Web content
viewed in sections or “chunks”
scanned rather than read
updated regularly—can change day to day

6. Why develop content explicitly for Web?
Because Web readers
Ignore what is “not interesting” or audience-specific
Lose interest and move rapidly among topics or pages
Find pages confusing and resist scrolling
Avoid wall-to-wall text and instead print it
Appreciate and expect links to related or archived materials

7. Structure web pages to facilitate scanning
How? Provide clear links and headings. Keep sentences and paragraphs short.
Why? Because readers prefer to scan, stopping only when they find something interesting. (Reading online is hard on the eyes.)

8. Example 1

9. Example 1 continued

10. Example 1 concluded

11. Example 2

12. Example 2 continued

13. Example 2 concluded

14. Writing for the Web

15. Link or provide more details
Writing for the Web
Key message
Organization
Sub-categories
Link or provide more details

16. What’s different? Writing for the Web Smaller “chunks” of content
Lots of labels
50% fewer words
More bullets
What’s different?

17. What’s similar? Writing for the Web Choose the reading level No jargon
Clear sentence structure
Active voice (action words)
What’s similar?

18. Writing for the Web
Immunization is one of the greatest public health achievements of the 20th century.
Immunization is one of the greatest public health achievements of the 20th century.
One of the greatest public health achievements of the 20th century is immunization.
One of the greatest public health achievements of the 20th century is immunization.

19. Page Layout,
Page Titles, and Links

20. Key to placement of content
“Above the fold” is prime real estate.
Readers scan from top to bottom, then look at the sides of a web page.
Page title, summary, and table of contents should be introduced first.

21. Key to placement of content

22. Titles and link labels help direct readers
Page titles and link labels are signposts for readers.
Titles are printed by browsers and used by search engines.

23. Why descriptive link labels?
Good descriptions help readers distinguish between similar links.
Short or cryptic link labels slow readers down.

24. Which link is clearest? Communicating with patients or
Tell patients about vaccine benefits and risks

25. Example

26. Examples of link styles
Sources for Further Information:
Autism research, National Institute of Child Health and Human Development (NICHD) Clearinghouse, call , or visit the NICHD web site at
Other Organizations:
American Academy of Pediatrics –
Autism Society of America –
Supporting Information:
Medical Research Council Media Release: No New Evidence of a Link Between MMR and Autism

27. Print Materials on the Web

28. Should I put a print document on my website?NO
Present a key message
YES
Supply detailed support material for a key message
YES
Include in a library of other print material

29. Links that support the key message

30. Print libraries on the Web
Create relevant categories for content.

31. Print libraries on the Web
Give a short summary.
Provide multiple file formats with links for downloading.
Provide printing tips.

32. For more information Web articles and resources (handout)
NIP Web Site Comment and Suggestion form (handout)
Copy of presentation & speaker notes ( Cathy Hogan at   

33. Design Tips for Print Materials
Maggie T. Reilly
National Immunization Program
Centers for Disease Control and Prevention

34. Start with a “Creative Brief”.
Work with team members to
Define your goal.
Identify the target audience.
Choose the best media.
Include important details & action steps.
Posters, flyers and buttons are the preferred health communication media.
The primary audience is adults who are at high risk of having complications from the flu or who have children at high risk.
The high risk group are the first to get their flu shots.
Summary

35. Strategies for Effective Design
Work backwards – start with the result you want.
Stick to one key message, and keep it simple.
Provide the next step.

36. Work backwards – think of results.
Determine the target audience

37. Work backwards – think of results.
Determine the target audience
Choose best media
Posters
Flyers
Buttons

39. Work backwards – think of results.
Prepare a budget.
Time and materials
More color = more money

40. Work backwards – think of results.

41. Work backwards – think of results.
Prepare a budget.
Time and materials
More color = more money
Consider time. Work backwards from your deadline.

42. Work backwards – think of results.
(Create a Timeline)
Date
Mon.
Tues.
Wed.
Thurs.
Fri.
5/6-5/10
Get creative brief from content specialist
Find images to use on poster
Do research on people at high risk
Draw thumbnails of design ideas
Find the key message
5/13-5/17
Layout key message on poster
Layout other text & images
First draft due
Final draft due
Send to printer

43. Stick to a simple message.
Develop variations on a phrase.
Match text and images.
Repeat key words and images.

44. Stick to a simple message.
Find the key message.
Use a phrase or short sentence.

45. Stick to a simple message.
Find the key message.
Work from your creative brief.
Use a phrase or short sentence to get started.
Posters, flyers and buttons are the preferred health communication media.
The primary audience is adults who are at high risk of having complications from the flu or who have children at high risk.
The high risk group are the first to get their flu shots.
Summary

48. Stick to a simple message.
Make the message easy to read & understand.
Use only a few words on a poster.
Limit graphics.
Put details on flyers.
Put white space to work.

49. Stick to a simple message.
Make the message easy to read & understand.
Use only a few words on a poster.
Limit graphics.
Put details on flyers.
Put white space to work.

50. Stick to a simple message.
Relate to the target audience.
Text
Language
Images

51. Stick to a simple message.
Use consistent elements to tie media together.
Color
Fonts
Logos
Black
Orange
Teal

52. Stick to a simple message.
Keep the media simple.
Color
Fonts
Logos
                         

53. Stick to a simple message.
Font families offer many choices while providing consistency.
Get your flu shot today!

54. Provide the next step. Clearly state the message,
then make the next step obvious.

55. Use an action term: “call”, “ask”, “get”.
Provide the next step.
Use an action term: “call”, “ask”, “get”.
Include contact information.

56. Develop a creative brief. Work backwards – plan for your results.
Summary
Develop a creative brief.
Work backwards – plan for your results.
Stick to a simple message.
Provide the next step.

57. Questions? More Info? Cathy Hogan, NIP Web Team Leader
Susie Seiscio, NIP Graphic Designer
Maggie Reilly, NIP Content Specialist