Text almost never appears unformatted and alone. Headlines, illustrations, and font choices all affect how readers receive a message. In this video, learn how layout decisions change perceptions, both online and on the printed page. By using them to change what you emphasize, learn how to dramatically improve your message's delivery.
- When you tell people you're a writer,…they imagine you working on one long string of text…until you've finished your novel or screenplay or article,…but in my experience, most writing…is just a series of little sprints, rather than a marathon.…For example, let's count the elements on this hotel website.…There's a headline and a 70-word description,…and then scrolling down a bit,…there are six bits of about 20 words each…and about 30 bullet points.…Then there are two more headlines…with two more description and so on and so on.…
Altogether, I count over 20 bits of writing,…aside from the bullet points and headlines…and all of these are under 100 words each.…In total, it's about 1,200 words,…and that's twice as many as in this page…of a technical article and yet,…it's much easier to read.…One reason is that the hotel's webpage…is broken into small bites.…But there are also text elements that make it easier,…some of which are also in this article.…For example, we have these headlines, a graphic,…and these numbered points.…
Author
Tom Geller
Released
11/8/2018- Paraphrase the goals of “write short, write clear, and write right.”
- Recall the strategy used to make long paragraphs easier to read.
- Identify the most-often portion of the page neglected by English-language readers.
- Determine which words to omit from writing.
- Explain why short paragraphs are easy to skim.
- Name two strategies to write more effectively.
- Identify examples of assonance.
Skill Level Intermediate
Duration
Views
-
Introduction
-
1. What Is Writing with Impact?
-
Impact requires purpose2m 59s
-
-
2. Learning about Your Readers
-
Seeing through readers' eyes2m 53s
-
Using high-context language3m 43s
-
-
3. Understanding How People Read
-
Go where the eyes are2m 58s
-
-
4. Write Short
-
Getting to the point2m 37s
-
Shortening each sentence3m 19s
-
Managing paragraph lengths3m 20s
-
-
5. Write Clear
-
Bringing out your voice3m 20s
-
-
6. Write Right
-
Matching style to genre3m 23s
-
Conclusion
-
Next steps1m 58s
-
Take notes with your new membership!
Type in the entry box, then click Enter to save your note.
Press on any video thumbnail to jump immediately to the timecode shown.
Notes are saved with you account but can also be exported as plain text, MS Word, PDF, Google Doc, or Evernote.
Share this video
Embed this video
Video: Directing the eye with page elements