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Chapter 12: The Internet The ultimate direct
Internet Facts U.S. firms spend $14.7 billion on Internet
advertising in 2005 By 2010, they are expected to spend $26
billion Need a larger team: Beside traditional
advertising team, you need a programmer and a producer to hold all various elements together
Designing for the Internet Stage 1: Research and planning Stage 2: Concepts Stage 3: Development Stage 4: Production
Stage 1: Research and planning
A site map is like a blueprint for new construction
Put your idea down on paper
Understand how people navigate Web site
Stage 2: Content & Page template
Put together a rough version of your design
Don’t let technology limit your thinking
Look for interaction, not just a reaction - that’s what makes advertising successful (example Life comes at you fast Nationwide commercials originated from customers’ ideas)
Stage 2: Concepts: Design guidelines
Make sure your design works across a series of pages (sites usually have more than one page, not every page functions same way.
Thus, design for the page has to be flexible. Some pages might have graphic headlines, text,
supporting images. Others pages might have flash, submit form, etc.
your template must accommodate all elements
Stage 2: Concepts
Keep some parts of the template constant: some design elements wont change as you move from one page to the next.
Stage 2: Concepts
If you want to keep navigation elements in the same area on each page so people can find them.
Logos are another design element that should stay in one place.
Consistency makes your site easier to access and follow.
Identifying the location of your constant elements first helps you determine how much space you have left over for everything else.
Stage 2: Concepts
Keep most important elements in first view No limit to how long an Internet page can
be, but there is a limit to how much of the page a person will see at one time.
First view of page depends on the screen resolution, or size, of the website.
Your template design should put the most important elements at the top so that they are easy for people to find
Stage 2: Concepts
Pay attention to navigation: Primary navigation provides access to major sections of content on a website.
Secondary navigation helps users move around within a specific content section.
Stage 2: Concepts
Some sites also include universal navigation. These options apply to all users on all pages.
Include a home option for returning to home page, a Search option for accessing a site’s search capability, and a Contact Us option for sending an e-mail or finding a phone number or address
The design should work across pages
Stage 3: Development
Refining the Design: Important part of development is
comparing your concepts to the site map. Need to make sure that final design works
well on all pages of your site. You’ll likely revise your design more than
once before you finalize it.
Stage 3: Development
The more complex your project, the more likely the need for revisions.
Good idea to do functional proof of concept before you progress too far into the project.
Will need programmer for this, to set up mock section of site, check design
Stage 3: Development
Writing copy for the Internet: People don’t read on the Internet, they scan. Need to adjust style.
Use highlighted keywords: Adding visual emphasis to important words helps catching the scanning eye of the reader.
Stage 3: Development
Use boldface or italics is an effective way of highlighting keywords.
If you have more detail related to a specific word, turning it into a hyperlink not only catches the reader’s eye but also provides easy access to additional information on subsequent page. However, Use highlights sparingly.
Stage 3: Development
Write meaningful subheads, not just clever: Use this to find way through your site. If not instructive, people will abandon site and go elsewhere
Aim for one idea per paragraph: Makes it easier to get your point across. Readers will skip over any additional ideas if they’re not captivated by first few words in the paragraph.
Stage 3: Development
In traditional advertising, you shouldn’t try to say everything in one ad. On the Internet, you should avoid trying to say it all in one paragraphUse bulleted lists to organize complex ideas, present major points: Each benefit can be turned into hyperlinks too
Stage 3: Development
Write in an inverted pyramid style: Start with conclusion, add details. Makes it easy for readers to determine their interest
Use half as many words (or less) as you would with conventional writing because you’re reading on a computer screen: People read 25% slower than paper. Write concise copy, tightly focus on ideas to make your point before reader gets tired
Stage 4: Production
The programmer will address technological issues such as screen resolutions, operating systems, browsers, and plug-ins.
Creating a banner ad
Keep it short and simple. As a general rule, each frame of a banner ad should have at most seven words
Animate three times and then stop End with the logo or the name of your
company