Effective Document Design

Document design for the Web requires completely different approach than the traditional approach to print medium. Web sites are the organized collection of individual web pages and associated files that create coherent and logical union. A Web site is built to serve a distinguished purpose. It carries a message, markets and sells products, informs or promotes. Web sites are often very complex and serve multiple audience and multiple purposes. As a result, the audience is typically very broad and has diverse expectations. Having this in mind, the process of a web site design is complex and multilayered.

One of the most important aspects in effective document design for web sites is consideration of the audience. A designer should always assess the demographics of the audience, their level of expertise in the subject, and their speed of reading. If the website aims to be reached globally, which often is the case, it should be designed for easy translation. Studies show that users do not read on the web. According to Jakob Nielsen (n.d.) research, 79 percent of users quickly scan web pages, and only 16 percent users read word- by- word. To increase the process of acquiring information and communicating effectively through the Web, it is helpful to write short paragraphs and include only one idea per paragraph. Hyperlinks in a format of highlighted keywords serve as an eye catching element. The document design should include meaningful headings and subheadings to highlight essential information. To enhance the visibility of the content, it is common to use bulleted lists and tables.

An effective document design requires different style of writing. The style is called the inverted pyramid style where the piece of writing starts with the conclusion and then continues to more explanatory and supportive information (Nielsen, n.d.). The most important information is always on the top, followed by additional sequence of text blocks. Web writers split information into smaller chunks of coherent information that can be scanned faster and are visible without a need to scroll the page. This approach helps to establish the level of importance on the page. The least important content should always be placed toward the bottom of the page.

In effective document design on the Web, the importance goes to credibility. Users are more likely to read on the Web if the information is dated and provides the name of the author. Additional information should be included under “About” section, or in the footer. Credibility can be increased by including high quality graphics, good writing and proper hypertext linking (Nielsen, n.d.). All important content should be placed consistently on the top. In particular navigation should be visible without scrolling. Users tend to look for information first at the top center, and then look left and right. Documents that provide multiple data should be structured for easy comparison. This can be achieved by using tables, heading, and alternating colors.

The display density on the web pages should be controlled by the use of text, graphics, and white space. Some usability studies show that it takes longer for users to locate target in a crowded area versus a sparse area. Users are looking for consistent layout of checkboxes, text blocks, radio buttons, columns and rows. These should be used consistently across the web site to increase visibility and readability. Effective document design for Web can be accomplished by use of a fluid layout that automatically adjusts page size to monitor resolution settings. When the layout of the pages is flexible it adjusts to fit the screen space, and increase user performance.

Designing an effective document for Web sites requires a cooperative work and knowledge of graphic designer, Web programmer and content manager. To ensure consistent, reliable and easy to maintain web pages, elements such as color, type face, positioning of block text, graphics, and navigation should be coded in the Cascading Style Sheet (CSS).

References
Gurak, L.J. & Hocks, M.E. (2009). The Technical Communication Handbook. Longman.
Nielsen, J. (N.d.). Useit.com: Jakob Nielsen on Usability and Web Design (n.d.). Retrieved October 14 2009, from http://www.useit.com/