When people come to a web page, they form an impression of the page before they read anything. They react first to the appearance (layout, fonts, colors, and so on). We all do this. You do it on other people's sites. People do it on your site.
Creating that appearance (designing the web page) is about more than aesthetics. It's also about usability. The design of your web pages can help people find what they need and understand what they find. It can also hinder them.
On successful web sites, the design and the writing style complement and support each other; and designers and writers must work compatibly together to accomplish that.
Designers must understand the needs of the content. If you want a successful web site, you cannot, at the end, pour content into a design that was created without detailed consideration of that content.
Content writers must work together with designers to be certain that decisions on space, font, color, and so on will lead to pages that allow site visitors to easily see and read the content.
If you are a content writer, I hope that you are working with visual designers. If you are a visual designer, I hope that this book makes you appreciate the importance of the content on the web site and that this chapter in particular makes you involve content writers early and continuously in the design process.
This chapter is about how to use layout, space, typography, and color to help people find and understand your web content.
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