Reinforcing your Company Branding
Branding through tone and style:
Text conveys the content of a web site and helps to reinforce the brand through its tone and style. Given the importance of text in carrying the message of the site, how can text be written to communicate effectively? What makes words usable?
Construct text around 3 primary goals:
- Draw the reader in
- Help the reader orient
- And convey information
To do this, you need to make your content interesting, enticing and easy to read. Offer the reader a pleasant reading experience. Help readers decide where they are and where to go next. Help them determine if what they’re seeing is relevant, and lead them to places that are relevant to them.
Don’t waste words. Give readers useful information at the earliest opportunity.
Creating tasks and goals:
Text needs to be written to support the user’s tasks and goals and to suit the intended audience.
- Headlines that match possible goals
- Help people navigate the website
- Help guide the user’s actions
- Help aid in decision making
- Put things in a need-to-know order
- Make the steps clear
- Directly state available options