Transcript Content Usability - School of Information

Content Usability
A presentation on creating usable content for
the online environment.
By John Stubbe
Content Usability
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An anecdote about car seats
“Such manuals are written at a tenth-grade reading level
on average, according to a new study, while data suggest
that nearly a quarter of U.S. adults read at or below a
fifth-grade level, and at least 25 percent read at about an
eighth-grade level.”—San Francisco Chronicle, March 2003
Content Usability--Readability
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How we read
Components of readability
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Legibility
Sentence and paragraph structure
Reading level
Layout and white space
Consistency
Content Usability--Readability
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How we read
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Reading vs. Scanning
Online readers are content gatherers
 Reading online is more physically taxing
on your eyes
 Information overload
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Content Usability--Readability
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Components of Readability
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Legibility
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Strong contrast and distinctive pattern
attract the eye
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Use of color (black/dark on white/light)
Fonts (typeface, size, style, and case)
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Sans-serif fonts such as Arial, Verdana, and
Helvetica
Clear Type and True Type
Content Usability--Readability
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A word about word recognition
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Patterns of ascending and descending
characters:
The envelope around the word:
Content Usability--Readability
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Sentence and paragraph structure
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Keep sentences and paragraphs short
Use subject-verb-object construction
when possible:
Jack hit the ball.
 The ball was hit by Jack.
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Limit line length to 50-70 characters
Content Usability—Readability
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Write to the users’ reading level
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Average American reads at a 10th-grade
reading level
Learn who your target audience is and
write appropriately
Readability tools:
SMOG Readability
 Microsoft Word readability tools
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Content Usability--Readability
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Layout and white space
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Use ample white space, particularly
when setting line heights
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Create enough space for ascenders and
descenders, but not so much that the flow
of the text is disrupted
To indent or not to indent
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White space can be used to break up
paragraphs
Content Usability--Readability
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Consistency
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Extends from design to content
development
Use a style guide
The Web Content Style Guide
 Web Style Guide, 2nd Edition
 Develop your own style guide
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Content Usability
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Improve content readability
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Keep it simple; shorter is better
Use powerful language (active voice
and verbs)
Write for the reader
Be direct; avoid fluff
Use headings and subheadings
Use cascading style sheets
Don’t be afraid of giving readers what
they expect
Content Usability
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Content developers: Another
important team member
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Information architect
Graphic designer
Database designer
Usability engineer
Content developer
Content Usability
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Benefits:
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Greater authority and credibility
Users/readers will return to your site
Users/readers will stay longer
Content Usability
Sources:
Larson, Kevin. (2004). The science of word recognition. Advanced
reading technology, Microsoft Corporation.
Lynch, Patrick J. and Horton, Sarah. (2002). Web style guide, 2nd
edition.
McGovern, Gerry. (2002). Content critical.
McGovern, Gerry et al. (2002). Web content style guide.
Tanner, Lindsey. (2003). Study: Infant car seat instructions too
difficult for many adults. San Francisco Chronicle.