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Reading
from computer screens is about 25% slower than reading from paper. As a
result, people don't want to read a lot of text from computer screens: you
should write 50% less text and not just 25% less since it's not only a
matter of reading speed but also a matter of feeling good. —Nielsen, 1997.
Keep it
small. Speed is the single biggest determinant of reader satisfaction. The
key to fast-loading pages is simple: Send less data. —Sullivan, 1998.
Use words
that readers can easily and accurately understand. Effective text
features:
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Concrete
words
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Words that
appear frequently in the language
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Short
words (fewer syllables)
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Pronounceable words
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Link
labels that create clear context for the linked page
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Words that
readers are familiar with (the audience's vocabulary set).
In the
English language, these word features often correlate: high-frequency
words tend to be shorter, more pronounceable, and more concrete, and they
contain fewer syllables.
—Spyridakis(2000)
For more info, see
bibliography:
Baker & Goldstein (1966),
Bork (1983),
Glass (1989),
Horton (1990),
Krug (2000),
Levine (1997),
Morkes & Nielsen (1997, 1998),
Nielsen (1997a, 1997b, 1999f),
Spyridakis
(2000), Sullivan (1998).
Original Paragraphs (Return Policy on Paper)
If
our product turns out to be the wrong color, fit, or combination, or if
there is a quality defect, please feel free to return it for a full
credit. We hope that you have not thrown away the packing slip that we put
in with the order. That has the instructions on it, for a sure and
successful return of the product. Of course, if you are returning
something that someone sent you as a gift, please let us know the buyer's
name and address, and tell us what you want us to do, like, for instance,
crediting you, or refunding the money to the original purchaser. Now
before you return anything, you ought to call us, or use the form on the
packing slip, so we know who is sending back the product, and so you can
get credit, if that is what you want. You can call us at 1-800-963-4816 to
change your original order (we call this process a re-order). Using the
packing slip form, down in the reorder section, you can fax the reorder to
us, to get faster service, at 1-800-332-0103. Or you can just send the
reorder back with the return. When sending the product back, use the US
mail, or UPS, and send it to our company return address.
Company Return
2 Company Lane
Smallville, IN
USA 87107
(Please note that a convenient pre-printed
address label is on the packing slip.)
239
words
Revised Return Policy on the Web
1.
Follow the guidelines on the packing slip enclosed with the order. (If
returning a gift, include buyer's name and address, and what you'd like us
to do.)
Download a printable Return/Reorder Form.
2. For a quick reorder, call us at
1-800-963-4816. Or complete the packing slip reorder section, then fax us at
1-800-332-0103 or send back with the return.
3. Using UPS or the U.S. mail, send your return
to:
Company Returns
Company Lane
Smallville, IN
USA 87107
(A pre-printed address label is on the packing
slip.)
88 words.
Audience Fit
| If visitors want... |
How well does this
guideline apply? |
| To have fun |
Once people decide that
they want to be entertained, they may choose to read and read and
read, online. High tech researchers evidently never me a girl
who wanted to have fun, so their usability studies have focused on
techies looking for techie info--not personal insight, rants, or
rambles. If you're writing a column for a webzine, you can take
a few breaths and write, well, as long as 500 words at a shot. |
| To learn |
Definitely relevant.
Spike the lectures. |
| To act |
Ditto. Tell me what
to do, and let me do it! |
| To be aware |
Lao Tse showed that you
can say a lot in a little space. How about those short stories
Jesus used to tell? |
| To get close to people |
Rambling is usually bad
form in a discussion group. In an e-mail, too much text drives
me to the Delete button. |
Ready for
some challenges? |
.
Too many trees?
Trapped in the details? We can give you an impartial
evaluation of your text content.
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Is it useful?
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Is it persuasive?
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Does it do the job?
You get a quantitative measurement of the success or failure of your
content.
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Compare rankings with competitors.
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Focus on areas that cause customers the most grief.
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Get detailed advice on how to improve.
Email
us, or call us at (505) 898-4912. |
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