1. The question is …
What is the largest influence on a visitor to a web site?
Static graphics?
Animated graphics?
Icons?
Thumbnails?
Pictures?
Video?
Audio?
Text?

2. Text Analysis and Composition
Chapter 5
Text Analysis and Composition
TEXT conveys the sites key message – not graphics
Text Analysis
Development of statements
Clearly convey the intended message
Information object analysis
Text Composition
Placement of the text
Arrangement and groups of text
Appropriate locations of text
Created by Designer
Information Steward assures accuracy and completeness
Professional writers may be involved

3. Text Analysis Guidelines
1. Analysis of information objects
Text decomposition
Break into thoughts, ideas
Brochures, newsletters, products, etc.
2. Each word & idea is examined for relevance
3. Writing phase
4. Edit new information objects
Enhance effect
Maintain distinct identities

4. Eliminate ambiguity Writing Goal Definition Effectiveness
The extent information is accurate and complete
What is the central thought of each sentence?
Does each sentence convey the desired meaning?
Does it add value for the user, especially the first-time user?
Eliminate ambiguity
Writing Goal
Complete or comprehensive
Definition
Text covers all aspects of the idea
Accurate or labeled with accuracy level
Text is factually correct
Easy to read
Text uses short, uncomplicated sentences structure and is written at a high school level
Clear
Text has a single meaning and interpretation
Useful to at least one defined audience
Concise
Text specifically provides information, function, or access to information that a steward-defined user wants
Text is short, with no extra words

5. Speak to a user on an emotional level
Affectiveness
Speak to a user on an emotional level
Active Voice:
Best for communications
Make a point
Give a direction or an instruction
Provide a strong argument
“You will receive a discount”
“ABC Company endorses this policy”
Passive Voice:
Reaction rather than action feeling
Weak user reaction
“A discount will be received”
“This policy is endorsed by ABC Company”

6. Finalized Information Object
Select key words
Page Headers
Hyper Links

7. Text Composition
Information arranged aesthetically and artistically pleasing
Building Blocks:
Layout
Placement of text on the page
Use of columns? Frames?
2. Typography:
Typeface, type style (italic, bold), type size