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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. 1 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. 2 (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’. 3 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. 4 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). 5 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 6 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 7 Writing for the Web by Lynda Felder (full link book) http://ptgmedia.pearsoncmg.com/images/9780321794437/samplepages/0321794435.pdf 8