How we view words on the web
Quality not quantity
Today's computer screens are not conducive to extensive reading. It's a strain to face their flickering and reflectivity.
Shel Holtz, author of Writing for the Wired World, points out that continuous scrolling through text can have a nauseous effect similar to car sickness. These and other factors contribute to what's known as 'computer vision syndrome' or 'computer fatigue', which readers subconsciously try to avoid.
In print it is probably fair to assume that readers are prepared to sit still to wade through a long, interwoven argument. But online readers cannot make themselves so comfortable and want to move on quickly.
Online readers are time and cost conscious, have short attention spans and easily become impatient or distracted. We can lose them instantly through one click of a mouse.
Online text has to compete for readers' attention. Writers should aim to compensate readers for their unfavourable reading conditions by helping them read less information, find information faster and scroll as little as possible. Text that wins readers is easy to process without printing out.
We therefore need to concentrate on the quality rather than quantity of communication, providing maximum meaning but minimum words. Text should be short, exceptionally clear and very concise — but with links to further information.
Text should also involve 'minimal cognitive load' — in other words, readers shouldn't have to stop to work out what the wording means but understand the message instantly first time round.
Trust and credibility are paramount. Readers do not want to put extra mental effort into judging text unnecessarily. 'Tell them objectively, don't sell them.'
Next: Scanning or reading word for word
Published : 01/05/2001
