Principles

1. Understand context of use

2. Choose what to say

3. Slash everything else

4. Edit sentences

5. Put into logical order

6. Demolish walls of words

7. Choose links

8. Check consistency

9. Rest it then test it

6. Demolish walls of words.

Solid blocks of text are intimidating. Break them up.

Use bulleted lists for items or choices

If you have a selection of different items separated by commas then try writing them as a bulleted list.

Use numbered lists and imperatives for instructions

Numbered lists work best for things that the user has to follow in a specific order, such as instructions.

Use tables for "if, then" or "to do that, do this" sentences

If you find yourself writing lots of "if, then" or "to do that, do this" sentences, then try using a table instead.

Use highlighting techniques, but don't overuse them

The occasional bit of bold jumps out from the page. But too much highlighting becomes like a visual soup. Use it sparingly.

Visuals when they help

Here are some of the places where something visual may help:

• the page needs brightening up: choose a picture or graphic
• you need to show two-dimensional relationships: choose a diagram
• there's a standard visual representation, such as showing dates on a calendar
• you need to show that the page belongs to your overall site: use branding

Try to make sure that any visual element on your page is beautiful or useful.

Tips and cautions

Screen readers, used by blind people, can't 'see' the meaning of a table. Check that your table continues to make sense when it is read row-by-row across the table.

Demolish walls of words

This is my term for breaking up solid blocks of text to make them more attractive. The principle has been around since journalists started using headlines routinely in the 1870s.

Jarrett, C. and MInott, C (2004) "Making a better web form" Proceedings of UPA, 2004 is a case study where demolishing a wall of words at the start of a web form significantly increased the percentage of visitors who successfully filled out the form.
Downloadable version (.pdf)