From the course: Interaction Design for the Web
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How we (don’t) read online
From the course: Interaction Design for the Web
How we (don’t) read online
- Reading online isn't the same as reading a book. When we're reading website content, it's normally for research rather than entertainment. That means we scan rather than reading every word. We're following the scent of information, getting a feeling for whether the content we're reading will help meet our goals, and moving on if that feeling is missing. Even though individuals aren't reading all your content, you still need to provide all the facts because different people have different research goals and you won't know what exact details it is that they need. But the text should be relevant, factual, and brief. Marketing words don't help. They just get in the way of scanning and make people more likely to skip a paragraph or a page. Using eye tracking technology, we can see where people look on the page. Here's an example heat map produced by noting the places that people's eyes rested. Hotter colors like red and yellow, mean more time spent in those areas. Colder colors like blue…
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