How people perceive content and what factors influence their attention
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In today's digital age, content is king. But creating and publishing content is not enough. You need to understand how people perceive content and what factors influence their attention so that you can design your content to attract and direct attention. In this article, we will explore the different ways people perceive content and consider using it, and how you can optimize your?content design?to attract attention and encourage reading.
Designing content to direct and attract attention
The first step in creating?effective content?is to direct and attract attention. People have?limited attention spans?and are bombarded with information overload. Therefore, it is crucial to design your content with the following principles in mind:
People scan digital content, looking for specific information that is relevant to them. To make your content scannable, use predictable layouts and design patterns. Use headings and subheadings to break up the content into sections. Use?bullet points?and?numbered lists?to highlight important information. Use?short paragraphs?and?white space?to improve readability.
People tend to look at and read specific elements on a page, such as headings, images, and captions. Optimize these elements by making them visually prominent and relevant to your content. Use images and videos to illustrate your points and make them more engaging.
People are more likely to engage with your content if it is arranged logically and leads them through your site. Use clear and concise language and provide easy-to-understand navigation. Use internal linking to guide readers to related content.
Different page types require different design approaches. For example, homepages should provide a clear overview of your website's content and purpose. Blog pages should allow easy access to your latest posts.?Landing pages?should be designed to convert visitors into customers. Design each type of page with its specific purpose in mind.
Why and how people scan digital marketing content
People scan digital content for several reasons. Understanding these reasons can help you optimize your content design to attract attention and encourage reading.
The type of task people are performing influences how they scan digital content. For example, if they are performing a task that requires a high degree of focus, they may scan content more selectively.
The?level of focus?people have when scanning digital content is influenced by their level of interest in the topic. If they are highly interested in the topic, they are more likely to read the content thoroughly.
Personal characteristics, such as age, education level, and?cognitive abilities, can influence how people scan digital content. Older adults may have more difficulty scanning content, while?younger adults?may be more adept at scanning and processing information quickly.
People are motivated to scan digital content to find specific information that is relevant to them. They may be looking for an answer to a question, a solution to a problem, or an explanation of a concept.
Destination page gaze patterns users commonly display
Users commonly exhibit several?gaze patterns?when reading destination pages like articles. Understanding these patterns can help you design your content to accommodate them.
The F-pattern is the most common?gaze pattern?and occurs when users scan content in the shape of an F. They start at the top of the page, scan horizontally across the top, and then scan vertically down the left-hand side of the page.
The?Layer Cake pattern?occurs when users scan content in a?diagonal pattern, starting at the top left-hand corner of the page and moving down and to the right.
The bypassing sections pattern occurs when users scan sections of content and skip over sections that are not relevant to them.
The bypassing list pattern occurs when users scan lists and skip over items that are not relevant to them.
The?Spot-reading pattern?occurs when users scan content in a?random pattern, jumping from one section to another.
The Zigzag pattern occurs when users scan content in a?zigzag pattern, alternating between horizontal and?vertical scanning.
The?Commitment pattern?occurs when users read the content thoroughly, from beginning to end.
The Lawn Mower pattern occurs when users scan content in a horizontal pattern, moving from left to right, and then moving down to the next row.
Search Engine Results Pages: How People Process Them
Search engine results pages (SERPs) require a different design approach than destination pages. Understanding how people process SERPs can help you optimize your content for search engines.
Users spend a limited amount of time and effort considering?SERP results. They are more likely to click on the first few results that appear on the page.
Results that appear at the top of the page and are visually prominent receive the most attention. This is because users tend to scan SERPs in a sequential pattern, starting at the top left-hand corner of the page and moving down and to the right.
SERP features, such as the?knowledge panel?and featured snippet, can influence information-seeking behavior. Users may find the information they need without clicking through to a website, which can result in good abandonment. This has implications for?content creators, who need to ensure their content is designed to appear in?SERP features.
The most common gaze patterns seen on search engine results pages
Users exhibit several gaze patterns when scanning SERPs. Understanding these patterns can help you design your content to appear in the most visible areas of the page.
The Pinball pattern occurs when users scan SERPs in a random pattern, jumping from one result to another.
The?Sequential pattern?occurs when users scan SERPs in a sequential pattern, starting at the top left-hand corner of the page and moving down and to the right.
The First Love pattern occurs when users click on the first result that catches their attention, without scanning the other results.
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The Layered Cake pattern occurs when users scan SERPs in a diagonal pattern, starting at the top left-hand corner of the page and moving down and to the right.
Scanning behavior and why it occurs
Users exhibit several common scanning behaviors when reading digital content. Understanding these behaviors can help you design your content to engage readers and encourage reading.
Retracement occurs when users re-read sections of content to clarify their understanding. They may backtrack to previous sections or paragraphs to ensure they have understood the information correctly.
Appraisal occurs when users scan content to assess its relevance and usefulness. They may quickly scan headings and subheadings to determine whether the content is worth reading.
Skipping occurs when users skip over sections of content that are not relevant to them. They may skip over paragraphs or sections that contain information they already know.
Regression occurs when users re-read sections of content to reinforce their understanding. They may regress to previous sections or paragraphs to ensure they have remembered the information correctly.
Making marketing content more readable through advanced formatting techniques
Content formatting techniques can help encourage reading and improve comprehension. The following techniques can help you design your content to be more engaging and readable.
Headings and subheadings should be designed to be visually prominent and to reflect the structure of the content. Use a clear hierarchy of headings and subheadings to guide readers through the content.
Highlighting?key phrases?can help direct attention to important information. Use bold or?italicized text?to highlight key phrases or use a different color to draw attention to important information.
Using information-bearing words in headings, links, and body copy can help improve comprehension and encourage reading. Use clear and?concise language?and avoid using jargon or?technical terms?that may be unfamiliar to readers.
Table layouts?are useful for presenting information in a clear and concise format. Use tables to present data or to compare information.
Lists and bullets can help attract attention and break up long blocks of text. Use numbered lists or bullet points to highlight important information.
Writing styles that improve comprehension include using?plain language guidelines, avoiding jargon and technical terms, and presenting information in a clear and concise manner. Use?short sentences?and avoid using complex sentence structures.
Content can be used to build trust and credibility with your audience. Use clear and concise language and provide sources to support your claims. Use testimonials or case studies to demonstrate the effectiveness of your product or service.
Writing complex, technical, or?scientific content?requires a different approach than writing for a general audience. Use clear and concise language and define technical terms. Use?visual aids, such as diagrams or illustrations, to explain?complex concepts.
Illustrations and videos can be used to supplement written content and improve comprehension. Use?gaze plots?and heatmaps to visualize how users scan content and use screenshots and data tables to illustrate the information. Use videos to explain complex concepts or to demonstrate a product or service.
Using a?consistent brand voice?can help build trust and credibility with your audience. Your brand voice should reflect your?brand personality?and values and be consistent across all your content.
Social proof, such as?customer reviews, ratings, and testimonials, can help build trust and credibility with your audience. Use social proof throughout your content, including on?product pages,?landing pages, and?blog posts.
The user experience is crucial to the success of your content. Consider the user experience when designing your content, including the navigation, layout, and readability. Use clear and concise language, and provide easy-to-understand navigation to guide readers through your content.
Analytics?can help you measure the success of your content and identify areas for improvement. Use analytics tools to track?user behavior, including?engagement metrics, such as?time on page?and?bounce rate, and?conversion metrics, such as click-through rates and?conversion rates.
Digital content design is constantly evolving, so it's important to keep up with trends and best practices. Stay up-to-date with the latest design trends and best practices by reading?industry blogs, attending conferences, and participating in?online communities.
Here are some?final writing style tips?to keep in mind when creating content:
Avoid using?complex words?and jargon that may confuse the reader. Instead, use simple and straightforward language that is easy to understand.
Use?active voice?to make your writing more engaging and direct. This means focusing on the subject of the sentence rather than the object.
Long paragraphs can be intimidating and difficult to read. Break up your content into shorter paragraphs to improve readability.
Bullet points?and numbered lists are a great way to organize information and make it more digestible for the reader.
Use a mix of short and long sentences to create rhythm and avoid monotony in your writing.
Incorporate visuals such as images, infographics, and videos to enhance your content and make it more engaging.
Conclusion
Remember, the ultimate goal of good writing style is to make your content easy to read and understand. By following these tips, you can help ensure that your content effectively communicates complex ideas to your audience.
Overall, creating effective content requires careful consideration of how people perceive and engage with content. By using content design principles,?formatting techniques, and?writing styles?that improve comprehension, and supplementing written content with illustrations and videos, you can create content that is engaging, informative, and effective.