Your content does not work if it is unreadable. And this is the most important factor in successful content marketing. This article provides seven tips that will help you create easy-to-read content.
The audience chooses the most visually appealing and easily readable materials in the context of the huge offer of online and offline content that exists today. Therefore, experts in the field of e-commerce should provide potential customers with maximum convenience when reading texts.
Content marketers can not afford to pay attention only to the appearance of brochures and reports for investors, neglecting the readability of everyday publications. Each published material should be easily perceived to be read.
Your readers do not read
This statement is the starting point of the path to improve the readability of the content. Internet users literally scan the content of web pages. A person's eyes move quickly through the text, snatching out familiar visual forms of words.
Microsoft specialist Bill Hill described this neurophysiological phenomenon in the “Reading Magic” study back in 1999. Microsoft and Mr. Hill have spent more than 15 years studying the screen reading process. According to their data, people read texts, recognizing serial patterns.
For example, to read this sentence, your visual apparatus quickly scans the visual clusters, which include three or four words. Finding and recognizing familiar forms, your brain "translates" them from the language of images to the language of values.
The brain decodes and translates visual patterns into semantic patterns, and then proceeds to the next group of words.
The same happens at the moment when your visual apparatus scans a single word, for example, "Federalization". Your consciousness recognizes the contour that the letters form, defining on it the value of what is written. In this case, the brain of an adult does not spell words.
As noted above, people read texts, recognizing serial patterns. Therefore, content marketing experts should facilitate this process by developing a convenient visual structure of the text and page design. Moreover, we predict the rapid development of such a direction as the layout of text-graphic materials on the site. The nuances in the pitch - as it turned out - are overly important. The primary perception of the text depends on its visualization, and only after reading the material do we form an emotional response to the “meaning”.
Tips for improving the readability of the content will make your materials more attractive both in print publications and articles and reviews published on the Internet.
We increase the readability of the content in practice
- Give your text a chance to breathe. - choose the correct line spacing. Leave enough space between the lines so that your readers can easily scan and recognize the visual forms of words. Make sure that the default settings in your text editor or visual CMS editor is set to a sufficient interval. Pay attention to the letters, parts of which protrude above or below the line (they include all capital letters, b, y, c, y, p). Speakers lines of letters should not crawl onto adjacent lines, so that the reader can easily recognize the visual patterns of words.
- Use capital letters with caution. Headings and subheadings written EXCLUSIVELY in CAPITAL LETTERS reduce the readability of your text. The fact is that all words written in capital letters have the same visual pattern. This forces the reader to rebuild from pattern recognition to spelling words. In addition, the use of some capital for writing titles and subtitles increases the area occupied by the material, which is unacceptable for printed publications. Use a combination of upper and lower case letters to create headings at various levels. Leave words only from capital letters for logos, and even better - get rid of such words at all.
- Avoid long lines on the page. Lines that stretch from the left to the right edge of the page tire the reader, as his eyes have to “jump over” several times across the page from one group of words to another. Moreover, too long lines may deceive the reader’s vision, forcing him to return to what he has already read or to “get lost” in the text. If the idea cannot be expressed shortly, try to use complex sentences. The reader's eye needs semantic pauses, it is easier to read from comma to comma than the text entirely without semantic pauses.
- Create contrasts between text. and "void" on every web page. Online texts for the entire width of the monitor read uncomfortable. The empty space to the left and to the right provides the necessary contrast that facilitates the perception of the content. You can also achieve contrast with headings and subtitles that are in bold and bold.aboutthe largest size
- When page layout avoid photos and infographics, inserted directly into the text without circumferential background. The reader goes astray, trying to recognize the text that surrounds the photos and is adjacent to the illustration as close as possible.
- Use short subtitles. The subtitle should act as a teaser forcing the audience to read the following paragraph. The perfect subtitle fits on one line.
- Edit the text to avoid the appearance of "widows and orphans" in it. This is a situation where one or several words are isolated at the top or bottom of a page or column. The reader makes an extra effort to read these words, which knocks him out of rhythm. Sometimes it is enough just to rearrange a few words in a sentence so that its ending does not “climb out” from the line. During typesetting, make sure that company names and names are on the same line. It is enough to put the name of the person on different lines to knock the reader off the beat.
Become a content readability expert.
Train yourself to rate web pages and print materials in terms of readability. If you read a fascinating material on the site, think about what factors make it readable, besides the content. Our perception of the text is the sum of various factors. Emotional response - like or dislike this text - takes into account all factors, not just the content.
Analyze prints in the context of seven steps to improve readability of content. Internet publications are still very far from popular offline media in terms of layout and visualization of information.
Do not forget to evaluate the sources that you found boring and uninteresting. Perhaps they were created without taking into account the laws of human perception of the text.
Share your knowledge of improving the visual appeal and readability of the content with each employee involved in creating information materials for your business. This will increase the effectiveness of your organization’s online communications with partners and customers.