Writing for the Web Articles, Videos, Reports, and Training Courses

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video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/ai-for-tone/">AI for Tone: Avoid Sounding Like a Robot</a></h2> <time><span class="small large desktop only">December 9, 2024</span><span class="mobile only">Dec 9, 2024</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/ai-for-tone/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Learn how to use AI chats like ChatGPT to write copy that doesn’t sound like a robot wrote it. </p> </div> <div class="media four-wide"> <a href="/videos/ai-for-tone/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item article"> <div class="article teaser"> <div class="content"> <h2 class="title"> <a href="/articles/write-alt-text/">Alt Text: What to Write</a> </h2> <time><span class="small large desktop only">November 22, 2024</span><span class="mobile only">Nov 22, 2024</span> | Article: 11 <span class="small large desktop only">minute</span><span class="mobile only">min</span>s to read</time> <p>Images are decorative, functional, or informative. Skip alt text for decorative. Describe the action for functional. Convey the message for informative.</p> </div> </div> </li> <li class="publication-list-item article"> <div class="article teaser"> <div class="content"> <h2 class="title"> <a href="/articles/alt-text-usability/">Alt Text: Not Always Needed</a> </h2> <time><span class="small large desktop only">November 15, 2024</span><span class="mobile only">Nov 15, 2024</span> | Article: 7 <span class="small large desktop only">minute</span><span class="mobile only">min</span>s to read</time> <p>Write alt text that communicates an image's purpose without repeating page content. 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These tips and tricks help reduce your word count.</p> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/user-quotes/">Using Quotes to Share UX Research: 3 Tips</a></h2> <time><span class="small large desktop only">July 12, 2023</span><span class="mobile only">Jul 12, 2023</span> | 5 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/user-quotes/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> User quotes can be powerful and persuasive when sharing UX research insights, but most quotes need a little attention first. </p> </div> <div class="media four-wide"> <a href="/videos/user-quotes/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/content-inventory-audit/">How To: Content Inventory and Audit</a></h2> <time><span class="small large desktop only">May 15, 2023</span><span class="mobile only">May 15, 2023</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/content-inventory-audit/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Content inventories and audits shift a team's mindset from content quantity to content quality. They reveal relationships between content to resolve problems and support new content creation. </p> </div> <div class="media four-wide"> <a href="/videos/content-inventory-audit/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item article"> <div class="article teaser"> <div class="content"> <h2 class="title"> <a href="/articles/screen-reader-users-on-mobile/">Challenges for Screen-Reader Users on Mobile</a> </h2> <time><span class="small large desktop only">April 30, 2023</span><span class="mobile only">Apr 30, 2023</span> | Article: 12 <span class="small large desktop only">minute</span><span class="mobile only">min</span>s to read</time> <p>Using a screen reader on mobile is challenging because users must access information sequentially and they cannot easily scan page content. Screen-reader users do not consider accessibility menus helpful.</p> </div> </div> </li> <li class="publication-list-item article"> <div class="article teaser"> <div class="content"> <h2 class="title"> <a href="/articles/technical-jargon/">Dealing with Technical or Professional Jargon</a> </h2> <time><span class="small large desktop only">March 19, 2023</span><span class="mobile only">Mar 19, 2023</span> | Article: 8 <span class="small large desktop only">minute</span><span class="mobile only">min</span>s to read</time> <p>Answer two questions to decide how to handle technical terminology in your writing: (1) How many readers will know this term? (2) How important is the term in your context?</p> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/clarify-dont-mystify/">Clarify, Don't Mystify (UX Slogan #19)</a></h2> <time><span class="small large desktop only">February 10, 2023</span><span class="mobile only">Feb 10, 2023</span> | 4 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/clarify-dont-mystify/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> UX design must make all elements of the interaction understandable and explicit. Mystifying things to entice more clicks from users will only result in dissatisfied customers. </p> </div> <div class="media four-wide"> <a href="/videos/clarify-dont-mystify/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/too-easy/">This Is Too Easy to Understand (UX Slogan #17)</a></h2> <time><span class="small large desktop only">January 6, 2023</span><span class="mobile only">Jan 6, 2023</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/too-easy/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> User interfaces can definitely be too hard to use, but can they be too easy? No, users never complain about an easy design, even if they would have been able to use something more difficult. </p> </div> <div class="media four-wide"> <a href="/videos/too-easy/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/tips-bulleted-lists-digital-content/">4 Tips for Bulleted Lists in Digital Content</a></h2> <time><span class="small large desktop only">August 26, 2022</span><span class="mobile only">Aug 26, 2022</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/tips-bulleted-lists-digital-content/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Bulleted lists can save users time and help them scan our content more quickly, but only when they’re used correctly. </p> </div> <div class="media four-wide"> <a href="/videos/tips-bulleted-lists-digital-content/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/writing-digital-copy-specialists/">Writing Content for Generalists vs. Specialists</a></h2> <time><span class="small large desktop only">July 8, 2022</span><span class="mobile only">Jul 8, 2022</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/writing-digital-copy-specialists/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Content writers should always avoid jargon, but what counts as jargon depends on your audience. Determine whether a specific word is meaningless jargon or meaningful terminology. </p> </div> <div class="media four-wide"> <a href="/videos/writing-digital-copy-specialists/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item article"> <div class="article teaser"> <div class="content"> <h2 class="title"> <a href="/articles/best-font-for-online-reading/">Best Font for Online Reading: No Single Answer</a> </h2> <time><span class="small large desktop only">April 24, 2022</span><span class="mobile only">Apr 24, 2022</span> | Article: 10 <span class="small large desktop only">minute</span><span class="mobile only">min</span>s to read</time> <p>Among high-legibility fonts, a study found 35% difference in reading speeds between the best and the worst. People read 11% slower for every 20 years they age.</p> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/information-scent/">Information Scent</a></h2> <time><span class="small large desktop only">November 27, 2020</span><span class="mobile only">Nov 27, 2020</span> | 5 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/information-scent/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Information foraging explains how users behave on the web and why they click certain links and not others. Information scent can be used to analyze how people assess a link and the page context surrounding the link to judge what's on the other end of the link. </p> </div> <div class="media four-wide"> <a href="/videos/information-scent/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="pagination"> <span><span class="show-for-medium-up only small large desktop">Previous « </span> <span class="show-for-small-down mobile only">Prev « </span></span> <span 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srcset="https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Learn how to use AI chats like ChatGPT to write copy that doesn’t sound like a robot wrote it. </p> </div> <div class="media four-wide"> <a href="/videos/ai-for-tone/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/AI_for_Tone_Avoid_Sounding_Like_a_Robot_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/user-quotes/">Using Quotes to Share UX Research: 3 Tips</a></h2> <time><span class="small large desktop only">July 12, 2023</span><span class="mobile only">Jul 12, 2023</span> | 5 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/user-quotes/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> User quotes can be powerful and persuasive when sharing UX research insights, but most quotes need a little attention first. </p> </div> <div class="media four-wide"> <a href="/videos/user-quotes/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/3_Tips_for_Using_Quatations_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/content-inventory-audit/">How To: Content Inventory and Audit</a></h2> <time><span class="small large desktop only">May 15, 2023</span><span class="mobile only">May 15, 2023</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/content-inventory-audit/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Content inventories and audits shift a team's mindset from content quantity to content quality. They reveal relationships between content to resolve problems and support new content creation. </p> </div> <div class="media four-wide"> <a href="/videos/content-inventory-audit/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Content_Inventory__Audit_2.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/clarify-dont-mystify/">Clarify, Don't Mystify (UX Slogan #19)</a></h2> <time><span class="small large desktop only">February 10, 2023</span><span class="mobile only">Feb 10, 2023</span> | 4 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/clarify-dont-mystify/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> UX design must make all elements of the interaction understandable and explicit. Mystifying things to entice more clicks from users will only result in dissatisfied customers. </p> </div> <div class="media four-wide"> <a href="/videos/clarify-dont-mystify/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Clarify_Dont_Mystify_UX_Slogan_19_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/too-easy/">This Is Too Easy to Understand (UX Slogan #17)</a></h2> <time><span class="small large desktop only">January 6, 2023</span><span class="mobile only">Jan 6, 2023</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/too-easy/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> User interfaces can definitely be too hard to use, but can they be too easy? No, users never complain about an easy design, even if they would have been able to use something more difficult. </p> </div> <div class="media four-wide"> <a href="/videos/too-easy/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/This_is_Too_Easy_to_Understand_UX_Slogan_17_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/tips-bulleted-lists-digital-content/">4 Tips for Bulleted Lists in Digital Content</a></h2> <time><span class="small large desktop only">August 26, 2022</span><span class="mobile only">Aug 26, 2022</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/tips-bulleted-lists-digital-content/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Bulleted lists can save users time and help them scan our content more quickly, but only when they’re used correctly. </p> </div> <div class="media four-wide"> <a href="/videos/tips-bulleted-lists-digital-content/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/4_Tips_for_Bulleted_Lists_in_Digital_Content_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/writing-digital-copy-specialists/">Writing Content for Generalists vs. Specialists</a></h2> <time><span class="small large desktop only">July 8, 2022</span><span class="mobile only">Jul 8, 2022</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/writing-digital-copy-specialists/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Content writers should always avoid jargon, but what counts as jargon depends on your audience. Determine whether a specific word is meaningless jargon or meaningful terminology. </p> </div> <div class="media four-wide"> <a href="/videos/writing-digital-copy-specialists/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Writing_Content_for_Generalists_vs._Specialists_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/information-scent/">Information Scent</a></h2> <time><span class="small large desktop only">November 27, 2020</span><span class="mobile only">Nov 27, 2020</span> | 5 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/information-scent/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Information foraging explains how users behave on the web and why they click certain links and not others. Information scent can be used to analyze how people assess a link and the page context surrounding the link to judge what's on the other end of the link. </p> </div> <div class="media four-wide"> <a href="/videos/information-scent/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Information_Scent_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/biggest-mistake-writing-web/">The Biggest Mistake in Writing for the Web</a></h2> <time><span class="small large desktop only">April 24, 2020</span><span class="mobile only">Apr 24, 2020</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/biggest-mistake-writing-web/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/The_Biggest_Mistake_in_Writing_for_the_Web_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/The_Biggest_Mistake_in_Writing_for_the_Web_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Before you write any content for the web, you should clearly define who will read it, what the reader’s goals are, and what impact you want your content to have on the reader. </p> </div> <div class="media four-wide"> <a href="/videos/biggest-mistake-writing-web/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/The_Biggest_Mistake_in_Writing_for_the_Web_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/The_Biggest_Mistake_in_Writing_for_the_Web_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/The_Biggest_Mistake_in_Writing_for_the_Web_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/tone-of-voice-dimensions/">The Four Dimensions of Tone of Voice in UX Writing</a></h2> <time><span class="small large desktop only">January 10, 2020</span><span class="mobile only">Jan 10, 2020</span> | 3 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/tone-of-voice-dimensions/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/The_Four_Dimensions_of_Tone_of_Voice_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/The_Four_Dimensions_of_Tone_of_Voice_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> The words in your interface can help establish your product’s personality. The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm. </p> </div> <div class="media four-wide"> <a href="/videos/tone-of-voice-dimensions/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/The_Four_Dimensions_of_Tone_of_Voice_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/The_Four_Dimensions_of_Tone_of_Voice_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/The_Four_Dimensions_of_Tone_of_Voice_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/better-link-labels/">Better Labels for Website Links: the 4 Ss for Encouraging Clicks</a></h2> <time><span class="small large desktop only">October 25, 2019</span><span class="mobile only">Oct 25, 2019</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/better-link-labels/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Better_Labels_for_Website_Links_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Better_Labels_for_Website_Links_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> 4 guidelines for writing the link texts on websites to ensure users click the right options. Links should be Specific, Sincere, Substantial, and Succinct. </p> </div> <div class="media four-wide"> <a href="/videos/better-link-labels/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Better_Labels_for_Website_Links_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Better_Labels_for_Website_Links_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Better_Labels_for_Website_Links_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/establishing-tone-voice/">Establishing Tone of Voice</a></h2> <time><span class="small large desktop only">January 11, 2019</span><span class="mobile only">Jan 11, 2019</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/establishing-tone-voice/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Establishing_Tone_of_Voice_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Establishing_Tone_of_Voice_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Learn how to establish tone of voice in your experience and evaluate the impression your copy leaves on users. </p> </div> <div class="media four-wide"> <a href="/videos/establishing-tone-voice/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Establishing_Tone_of_Voice_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Establishing_Tone_of_Voice_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Establishing_Tone_of_Voice_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/chunking/">Why Chunking Content is Important</a></h2> <time><span class="small large desktop only">October 12, 2018</span><span class="mobile only">Oct 12, 2018</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/chunking/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Why_Chunking_Content_is_Important_Thumbnail_Kate_M.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Why_Chunking_Content_is_Important_Thumbnail_Kate_M.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Chunking makes content easier to comprehend and remember. Chunking text help users understand the relationship between content elements and information hierarchy. </p> </div> <div class="media four-wide"> <a href="/videos/chunking/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Why_Chunking_Content_is_Important_Thumbnail_Kate_M.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Why_Chunking_Content_is_Important_Thumbnail_Kate_M.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Why_Chunking_Content_is_Important_Thumbnail_Kate_M.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/translation-and-localization/">Translation and Localization</a></h2> <time><span class="small large desktop only">August 3, 2018</span><span class="mobile only">Aug 3, 2018</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/translation-and-localization/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Translation_and_Localization_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Translation_and_Localization_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> The language of your product is important when communicating with a global audience. Translation and localization are two different levels of adaptation. </p> </div> <div class="media four-wide"> <a href="/videos/translation-and-localization/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Translation_and_Localization_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Translation_and_Localization_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Translation_and_Localization_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/plain-language-for-experts/">Plain Language for Everyone, Even Experts</a></h2> <time><span class="small large desktop only">May 18, 2018</span><span class="mobile only">May 18, 2018</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/plain-language-for-experts/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/Plain_language_for_everyone_even_experts_Hoa.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Plain_language_for_everyone_even_experts_Hoa.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> In our usability study with domain experts, we discovered that even highly educated readers crave succinct information that is easy to scan, just like everyone else. </p> </div> <div class="media four-wide"> <a href="/videos/plain-language-for-experts/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/Plain_language_for_everyone_even_experts_Hoa.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/Plain_language_for_everyone_even_experts_Hoa.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/Plain_language_for_everyone_even_experts_Hoa.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="publication-list-item video"> <div class="video teaser"> <div class="fixed twelve column grid"> <div class="content eight-wide m-twelve-wide"> <h2 class="title"><a href="/videos/f-pattern-reading-digital-content/">F-Pattern in Reading Digital Content</a></h2> <time><span class="small large desktop only">August 25, 2017</span><span class="mobile only">Aug 25, 2017</span> | 2 <span class="small large desktop only">minute</span><span class="mobile only">min</span> video</time> <p> <span class="media"> <a href="/videos/f-pattern-reading-digital-content/"> <img loading="lazy" src="" srcset="https://media.nngroup.com/media/videos/thumbnails/F-Pattern_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/F-Pattern_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <span class="overlay"> <span class="color icon fab fa-youtube"></span> </span> </a> </span> Eyetracking research shows people read Web content in the F-pattern. The results highlight the importance of following guidelines for writing for the Web. </p> </div> <div class="media four-wide"> <a href="/videos/f-pattern-reading-digital-content/" tabindex="-1" aria-hidden="true"> <img loading="lazy" src="https://media.nngroup.com/media/videos/thumbnails/F-Pattern_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg" srcset="https://media.nngroup.com/media/videos/thumbnails/F-Pattern_Thumbnail.jpg.650x364_q75_autocrop_crop-smart_upscale.jpg, https://media.nngroup.com/media/videos/thumbnails/F-Pattern_Thumbnail.jpg.1300x728_q75_autocrop_crop-smart_upscale.jpg 2x" alt=""> <div class="overlay"> <span class="color icon fab fa-youtube"></span> </div> </a> </div> </div> </div> </li> <li class="pagination"> </li> </ul> </div> <div class="tab-body" id="articlesTabContent"> <ul class="publication-list"> <li class="publication-list-item article"> <div class="article teaser"> <div class="content"> <h2 class="title"> <a href="/articles/write-alt-text/">Alt Text: What to Write</a> </h2> <time><span class="small large desktop only">November 22, 2024</span><span class="mobile only">Nov 22, 2024</span> | Article: 11 <span class="small large desktop only">minute</span><span class="mobile only">min</span>s to read</time> <p>Images are decorative, functional, or informative. 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Manipulative copy nudges users towards making choices that are against their best interests.</p> </div> </div> </li> <li class="pagination"> <span><span class="show-for-medium-up only small large desktop">Previous « </span> <span class="show-for-small-down mobile only">Prev « </span></span> <span class="currentpage"> 1 </span> <a href="?apage=2#articles"> 2 </a> <a href="?apage=3#articles"> 3 </a> <a href="?apage=4#articles"> 4 </a> <a href="?apage=5#articles"> 5 </a> <a href="?apage=2#articles"><span> » Next</span></a> </li> </ul> </div> </div> </div> </div> <aside class="three wide m-12-wide m-row-2 sidebar right-content right-aside"> <div class="more-resources"> <h1><em>More Writing for the Web Resources</em></h1> <div> <h2 class="heading-large">Research Reports</h2> <ul class="no-bullet relaxed"> <li><a href="/reports/how-people-read-web-eyetracking-evidence/">How People Read Online: The Eyetracking Evidence</a></li> <li><a href="/reports/make-decisions/">Helping Users Make 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