Download English Digital Project (EDP711S) Unit 3: Design tools, the Design

English Digital Project (EDP711S)
Unit 3: Design tools, the Design Process, Writing for Impact
Unit Objectives:
1) Explore what makes good web design and good writing for the web.
2) Evaluate the difference between creating and writing a web page and writing for a book or
newspaper.
3) Define important design principles.
14 guidelines
Below are 14 guidelines on Writing for the Web. Keep these in mind as you design your
project for this course.
1) Write in the active voice, not in the passive voice.
Example: Active = Harry ate two fish at dinner.
Example: Passive = At dinner, two fish were eaten by Harry.
Example: Active = Beautiful giraffes roam the savannah.
Example: Passive = The savannah is roamed by beautiful giraffes.
2) Talk to a specific audience
First, think about who will be visiting your website or web writing project. Secondary school
students? Current university students? Prospective students? Students from other
universities? Retired people who are interested in learning more about the internet? Once
you understand who your audience will be, then you can tailor your language to your
audience. You can now make your content meaningful and interesting. Ask for comments
on your website or web writing project. After receiving comments from your visitors, use
their words when uploading a new post. This makes it more meaningful and personal to your
audience.
3) Start with a hook (something that will grab the audience’s attention) and make your
content meaningful
You should capture your audience in the first few sentences of your content, so your reader
doesn’t become bored and look elsewhere. Think about how you can create curiosity or pose
a controversial or dramatic question. Throughout your content, make every word, every
image and sound and every interactive link in your web content meaningful.
4) Key messages in your project – what’s the point?
No matter what type of web writing project that you create for this course, your project must
tell a clear story. For example, you should follow these guidelines:
-What are the key messages that you want your reader to take away? If you can’t answer this
question, then your content will not be clear to the reader.
-Who is the target audience for your content?
- What’s the general topic and the main idea or point?
-Your message should answer the five Ws and one H: What, Why, When, Where, Who and
How
-Give yourself plenty of time to create a high-quality project.
-It is important to edit and revise your work. Use a dictionary or thesaurus and check for
spelling and grammar errors.
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5) Write using positive words
For example, instead of writing “not many” write “few.” Instead of writing “not the same,”
write “different.” Instead of writing “not strong enough,” write “too weak.” Instead of
writing “did not remember,” write “forgot.”
6) Use simple words in English
Instead of using formal language for an official report, for example, you will use simple
words in English. For example, instead of writing, “advantageous,” write “useful” or
“helpful.” Instead of writing, “acquaint yourself with,” write “find out about or read.”
Instead of writing, “as a consequence of,” write “because.” Always explain acronyms, for
example SADD (Students Against Drunk Driving). Don’t write directly onto the Web. Write
in Microsoft Word first.
7) Choose English words derrived from Anglo-Saxon words rather than those that come
from French, Latin or Greek. This will give a more direct, personal and infromal tone to your
writing. The following table may explain this more clearly:
Anglo-Saxon
Ask
Dead
End
Thin
French
Interrogate
Deceased
Finish
Spare
Latin/Greek
Question
Defunct
Conclude
Emaciated
7) Be concise and get to the point!
When most readers open a website, they don’t have a lot of time and patience. They want the
information up front and to the point. They don’t want long paragraphs, repetitive
information, or text that is difficult to search for key words. Follow these tips to keep
readers’ attention and to help readers find what they need quickly:
Use strong verbs that do not need adverbs. Delete excessive adjectives. For example, these
words are unnecessary and should be deleted: very, almost, seems, possibly, sort of, may,
generally, kind of, perhaps, apparently, relatively, indeed, certainly, obviously, exactly,
somewhat.
Avoid overusing the verb “to be” and other weak verbs such as “do” and “got.”
8) Remove redundant sentences and words
Before: If you are planning to take time off from your studies in the future, e.g. there are
other personal circumstances which will necessitate a prolonged period of absence or you
want to take an extended period of time out to undertake a non-compulsory work placement,
you will need to apply for an official Leave of Absence.
After: If you are planning to take time off from your studies in the future you will need to
apply for an official Leave of Absence.
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(Source: Writing for the Web: Training Notes (Student Services Information Desk:
University of Sheffield) https://www.sheffield.ac.uk/polopoly_fs/1.501204!/file/writing-forthe-web-notes.pdf
Remove the words in (parentheses) that are unnecessary:
1. Meaningless modifiers: (begin) to initiate
2. Redundant categories: (past) experience
3. Paired words: (basic) necessity
The following table may explain this more clearly:
Avoid
A considerable amount of
A number of
As a consequence of
At the present time
Circumstances in which
Due to the fact that
Each individual
For the purpose of
In a case in which
In accordance with
Try
Many, a lot
Some, many
Because
Now
When or where
Because
Everyone, all
For
When, where
By
9) Begin with a strong lead (first paragraph) and put the most important information
first
∙Start by telling the most important points or the finding/results of your project
∙Then give supporting information and details
∙End by giving the background
∙Order your paragraphs by importance
For web writing, we turn the traditional paragraph upside down, taking a form that you will
probably recognise from reading newspapers or hearing the TV news. This form if often
called ‘the Inverted Pyramid’.
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Source: Felder, 2011.
10) Change/Remove Vague Phrases
For example, instead of writing “at this point in time,” it is better to write “now.” Instead of
writing, “in spite of the fact that,” write “although.” Instead of writing “in regards to,” write
“regarding.”
11) Headings and Bullet points
Use headings in such a way that they will excite the reader’s interest and be easy to
understand. Use subheadings so they break up what would otherwise be a monotonous text.
Some rules:
-Headings should be 8 words or less
-Use subheadings wisely
-Use a subheading every 2 or 3 paragraphs
Bullet points can be good to use because they take up less space, make text easier to scan, are
useful for emphasizing important information and are good for describing a process.
However, do not use bullet points excessively. If you have a long list of bullet points, then
break it up by using subheadings.
12) Avoid turning verbs into nouns
For example, instead of writing, “approval,” write “approve.” Instead of writing,
“assessment,” write “assess,” “review,” “check,” or “evaluate.” Instead of writing,
“demonstration,” write “demonstrate” or “show.”
13) Emphasise key words
You can emphasise important words in your webpage by using: bold or italics or hyperlink.
But don’t use hyperlink excessively as it can distract the reader from your main focus.
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14) Short Paragraphs and Short Sentences
Paragraphs in web pages are approximately 70 words or about 3-4 sentences. Sentences in a
web page should be short and concise (20 words or less). The length of most web pages is
approximately 500 words.
ACTIVITY: After reading each of the tips, complete this activity:
In normal essay writing, we provide the background, supporting information and concluding
points. In writing for the web, we write according to the inverted pyramid. We put the most
important information first, followed by supporting details, and the background comes last.
Apply the inverted pyramid to the text below. Write in your own words. Do not copy from a
website or someone else’s work. As you apply the inverted text below, remember and apply
the 14 tips above. For example, your text should be concise, clear, with simple language.
Text:
For the last ten years the University has endeavoured to meet the aims and objectives set out
in the strategic plan written in 2012 and covering the period 2013 – 2016. These included an
objective to enhance the student experience through better communication which is being
spearheaded by student services.
In the last 12 months, the department has been engaged in a piece of work designed to
enhance the student experience by providing better web resources for the entire student body.
The culmination of this work is a written report entitled Enhancing the Student Experience
that can be found at www.sheffield.ac.uk/ssd/report
Malcom Roberts, the Student Communications Coordinator, has led the project and will give
a presentation on the report at the next staff briefing being held in the Jessop West Exhibition
space on 10 October at 4 pm. All staff are encouraged to attend.
(Source: Writing for the Web: Training Notes (Student Services Information Desk:
University of Sheffield) https://www.sheffield.ac.uk/polopoly_fs/1.501204!/file/writing-forthe-web-notes.pdf
Your answer (Inverted Pyramid) (most important information first, followed by supporting
details, and the background comes last).
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My answer:
Enhancing the student experience: a briefing
Jessop West Exhibition Space
10 October
4pm
All staff are encouraged to attend
This presentation is the result of a project led by Malcolm Roberts. The project was designed to
enhance the student experience through the provision of better web-based resources.
The project was conceived in response to the aims and objectives of the University’s strategic plan
2013 – 16.
If you are unable to attend the briefing or wish to read Malcolm’s report in advance you can find it at:
www.sheffield.ac.uk/ssd/report
Source: Writing for the Web: Training Notes (Student Services Information Desk: University of
Sheffield) https://www.sheffield.ac.uk/polopoly_fs/1.501204!/file/writing-for-the-web-notes.pdf
For more information about writing for the web, download the article on “Interactivity
and the Writer.” (The article will be uploaded to the platform).
References:
Writing for the Web: Student Web Presence Guidelines (Student Services Information Desk:
University of Sheffield) http://www.sheffield.ac.uk/polopoly_fs/1.441279!/file/writing-forthe-web-presentation.pdf
Writing for the Web: Training Notes (Student Services Information Desk: University of
Sheffield) https://www.sheffield.ac.uk/polopoly_fs/1.501204!/file/writing-for-the-webnotes.pdf
Top 10 Tips for Writing for the Web by Lynda Felder (December 27, 2011)
http://www.peachpit.com/articles/printerfriendly/1811121
Unit Summary
This unit illustrated characteristics of good web design. The unit also defined important
design principles. In the next unit, we will look at digitisation and preservation which will
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guide you as you plan your English Digital Project.
Additional sources for you to access:
Revising Poor Design of your Website Part 1. This site gives important information on
cutting and editing your text, being concise, scannable layout, and objective language.
https://www.shef.ac.uk/polopoly_fs/1.379157!/file/revising-poor-design-1-presentation.pdf
Revising Poor Design of your Website Part 2: This site gives important information on
colours, alignment (left aligned), number of paragraphs, font, keywords, headings and
an image.
https://www.shef.ac.uk/polopoly_fs/1.379158!/file/revising-poor-design-2-presentation.pdf
Revising Poor Design of your Website Part 3: This site shows you how to write in a
more concise manner. It gives a good example of getting to your point by reducing 103
words to 41 words.
https://www.shef.ac.uk/polopoly_fs/1.475346!/file/revising-poor-design-3-presentation.pdf
Guide to writing for the web: Producing Effective Content
https://www.sheffield.ac.uk/web/effective/writing
12 quick principles for Web Writing and Design
http://www.d.umn.edu/~cstroupe/ideas/12principles.html
10 principles of writing for the web
http://www.dailywritingtips.com/10-principles-of-writing-for-the-web/
Website Writing Guide: Writing principles for the Web
http://www.websitecriteria.com/website_writing_guide_writing_for_the_web/writing_for_the
_web_the_principles.html
Using Links: Student Web Presence Guidelines
https://www.sheffield.ac.uk/polopoly_fs/1.379159!/file/using-links-guidelinespresentation.pdf
Guide to web design
https://www.shef.ac.uk/ssid/staff/how/sharing/design-guidelines
Where to start?
https://www.shef.ac.uk/ssid/staff/how/sharing/design-guidelines/web-usage
Web Content Writing Tips
http://www.contentfac.com/even-more-web-content-writing-tips/
Top 10 Tips for Writing for the Web by Lynda Felder (December 27, 2011)
http://www.peachpit.com/articles/printerfriendly/1811121
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Writing for the Web by Lynda Felder (full link book)
http://ptgmedia.pearsoncmg.com/images/9780321794437/samplepages/0321794435.pdf
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