Emotions

In some situations, people's emotions are important user characteristics. Your users might be

fun-loving

nervous

passionate

anxious

intrigued

frustrated

curious

skeptical

impatient

stressed

angry

pressured

deadline-driven

In Chapter 6, we'll consider writing for injured workers who are checking on their worker's compensation claims. What would you say about their emotional state? Did you say: Anxious, nervous, skeptical about whether the agency really wants to help them?

If reporters are one of your audiences, what would you put down for them? Did you say: Deadline-driven, impatient?

What about people seeking help with a product problem (like a paper jam in the printer)? Did you say: Angry, frustrated, anxious?

If the web site focuses so strongly on marketing messages that information about customer service is hard to find, will that only frustrate these web users more? If your content about the problem is in convoluted, technical language, will that only make them angrier? And what will they do if the web content doesn't help? Call up - and cost the company more money? Write a scathing review on a "what should I buy" web site? Buy someone else's product next time?

Web content for people who are angry, frustrated, anxious, or stressed has to be particularly clear and simple.

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