Think of your global audience

As with many mood-setting photos, the picture in Figure 11-18 can be either a deeply meaningful image or just a pretty postcard - depending on your relationship to what it shows.

Figure 11-18 is from the web site of the Olympia, Washington, newspaper. Olympia is the capital of Washington State in the U. S., and the picture is of the state capitol building in its setting of evergreen trees. For local readers and former Olympians who may be reading the online version from far away, this picture probably evokes positive feelings of "home town," "my town." The picture may make some other people who come to the site realize that Olympia must be the state capital. But for others, the picture may be pretty but meaningless. Would a tag line,

Note, too, that humor is extremely difficult to manage well on the web. What is funny to one person may not be to the next. And humor is deeply cultural. What is funny in one culture is not in another. Because the web is so global, it's really hard to be universally humorous. Think carefully before using humorous graphics. Here, as always in creating successful web content, you must think beyond yourself. The mood pictures that work for you, with your knowledge of the organization and your feelings about the organization's buildings and people might not work for people who don't know those buildings or people.

such as "The newsletter of Washington's capital city" as an addition to the name and picture make a broader audience more comfortable with and more interested in the paper's web site?

/^S This picture works well ' locally. It evokes familiarity and good feelings for people in Olympia, Washington.

But would a tag line help more people understand where Olympia is and increase interest in this web site?

/^S This picture works well ' locally. It evokes familiarity and good feelings for people in Olympia, Washington.

But would a tag line help more people understand where Olympia is and increase interest in this web site?

Figure 11-18 The web is global. Think beyond your local audience.

www.theolympian.com

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