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