Setting the tone and personality of the site

Remember that your web site is part of a conversation. You set the tone For an interesting paper on web for your side of the conversation by sharing the web site's personality sites having personalities, see with your site visitors. Indeed, different web sites have different person- Coney and Steehouder, 2000. alities - expressed in the site's visual style, colors, graphics, typography, writing style, and words.

A few years ago, the U. S. Internal Revenue Service (IRS, the tax collectors) had a home page that looked like a tabloid newspaper (Figure 3-2).

Is a tabloid newspaper

the tax collectors' web f^S Does this home page ( Js J make you feel the site is credible and trustworthy?

Figure 3-2 The web site of the U. S. Internal Revenue Service in 2001.

Is a tabloid newspaper

the tax collectors' web the right personality for site?

f^S Does this home page ( Js J make you feel the site is credible and trustworthy?

Figure 3-2 The web site of the U. S. Internal Revenue Service in 2001.

What impression does the IRS home page give you of the agency? What adjectives would you use to describe this page? Do those adjectives match your expectations for the IRS web site? What personality should the IRS web site have?

Figure 3-3 is the 2005 IRS home page. It may not be exciting, but it is much more appropriate. The rest of the pages in the site are in compatible templates with the same visual style so that they meet the expectations this home page sets.

The site seems both professional and not too difficult.

Does it seem credible?

trustworthy?

Does it make you feel ' ^J that you could have a useful conversation?

Figure 3-3 The web site of the U. S. Internal Revenue Service in 2005.

The site seems both professional and not too difficult.

Does it seem credible?

trustworthy?

Does it make you feel ' ^J that you could have a useful conversation?

Figure 3-3 The web site of the U. S. Internal Revenue Service in 2005.

Deciding on the personality that you want your site to project is part of developing your "brand." Both commercial companies and government agencies need to consider their "corporate image," their brand. Branding and marketing specialists can help you decide on an appropriate brand.

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