Follow the bouncing ball
1. Photos
2. Graphics
3. Headlines
4. Other type that differs from the body type, such as quote blocks.
5. White space
6. Color
7. Rules and lines
8. Text
That is the order in which readers notice the various elements on the page, according to Phil Nesbitt, a design consultant who visited us a couple weeks ago. (Thanks to copy desk chief Jim Denery who reminded me of this list.)
There's nothing new here, but we are acting on it more aggressively than we have in the past. Readers have told us for years that they only read the headlines, which is why it is vital for the headline to be precise and why good headline writing is an art.
It may surprise some that the last item on the list is the actual story.
But if you think about how you scan the paper, picking and choosing what to read, it makes sense. That's why you're seeing more and larger photos, more and larger graphics, and less body type on the front pages of each section of the paper. Page through the inside of the A-section, you'll find more and shorter stories, with more two- and three-paragraph news briefs. That's an effort to respect the reader's time and to make smarter decisions about what's important and what's not. We still publish in-depth stories on topics that we think are vital. "Stories should be as long as they're worth," says one writing coach.
The idea is that a well-designed page will attract a reader's attention and help him/her navigate the page. Strong photos and headlines will draw readers into the story. Each item conveys important information and, if done skillfully, can compel readership. If done poorly is a lost opportunity. Anticipate improvement as we get smarter at it.
There are other eyetrack studies described here.
Comments (6)
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Thanks for the list John. I think it's helpful for anyone who's trying to design something that is intended to be read, even something as simple as a flyer for a volunteer project. I can't tell you how many times stuff like this comes up during volunteer work for various groups.
Personally I'd like to see a little more white space on the N&R site. It would definitely make it easier for me to read, although I doubt I could ever be considered the "norm."
Posted on December 1, 2005 11:44 AM
Actually, Jon, we're planning to "tweak" the site in early '06 so your comments are helpful. Won't comment on whether you're the norm. :)
Posted on December 1, 2005 11:47 AM
John, interesting list. In scanning my paper every morning I can’t wait to see which section will be unreadable because of bleed-through.
Posted on December 1, 2005 3:32 PM
Start at home, John. Toward that end, I made you something. I bet no one ever makes you anything, but I did. Happpy Holidays!
Posted on December 1, 2005 9:57 PM
Why, thank you, Mr. Sun. While I don't want to appear ungracious, however, I think you have it backward. My mug may well be on their yule logs, but I have nothing but joy in my heart!
By the way, people do make me things, but the security guards usually stop them before they reach my office.
Posted on December 2, 2005 10:01 AM
It's all very symbolic. In the fire: the ghosts of Christmas present and past. Above the fire: specters of ethics, aggression, and whimsy. Above your head: mistletoe. Please don't press charges.
Posted on December 2, 2005 10:08 AM