Images are content, and different types of images serve different purposes. Decorative images have a role in establishing tone and emotional appeal, but they must not interfere with a user’s ability to accomplish a task.
A two-part experiment found that different tones of voice have measurable impacts on users’ perceptions of a brand’s friendliness, trustworthiness, and desirability. Casual, conversational, and enthusiastic tones performed best.
Designers must aim to understand and accommodate different user goals. When accommodations aren’t feasible, choose designs that support the most common user scenarios. For example, subscribers to online TV streaming services have different viewing preferences, and designs need to take those into consideration.
What happens when people reach the web page that contains the information they seek? Don’t let the user experience fall apart on the content page. Use modified user-testing techniques to evaluate whether your content meets users’ needs and expectations.
While fairly popular, “lift and shift” is not a viable content strategy. It is a folly fueled by fear, limited resources, inexperience, and politics. There are better ways to ensure high-quality intranet content, and two award-winning designers offer their insights, proving that a bright attitude makes all the difference.