, we
looked at how web advertising resembles print advertising. Now, we'll examine the other side of the coin.Although Internet and print advertising share many similarities, their differences are just as important.
Acknowledging these differences is crucial to improving your ability to make the most of both traditional and new media.
1. Timing is everything
The size of a photograph doesn't matter
when a reader encounters it in an ad, brochure or newsletter-indeed, larger is often better.
But, the size of graphics in web communications can spell the difference between "read" or "not read."
Graphics must be as small as possible and designed for the lowest possible denominator of modem and connection speed often just 28.8 baud). Readers are impatient and will quickly lose interest if forced to spend too
much time waiting for pages to download.
Idea: If your Web message depends heavily on photographs or detailed graphics, you might consider including two versions of each: "thumbnails," or small versions
which, when clicked, load larger versions. This way, casual visitors will know the photographs are available without sacrificing loading speed, while large versions will be available for those who are willing to wait to
view them.
2. Navigation and structure are crucial
Web communications require you to pay more attention to how a customer explores your information than print communications.
Readers must be able to quickly locate the information you want them to read. Although it is likely that many readers will at least skim through every page of a brochure or newsletter, at least exposing them to
headlines or subheads of possible interest, you can't assume web visitors are going to encounter every page of your web site. This places an added challenge to your Home Page.
Web visitors are likely to make
"continue" or "not continue" decisions based solely on what they encounter on your home page.
Instead of emphasizing your most important article on the front page along with a small Table of
Contents, as is typical with print newsletters, for example, your Home Page should hint at the primary article but place more emphasis on "teasers" which link visitors to features inside. Once inside your web
site, icons and other cues should make it easy for readers to quickly explore various topics of interest and easily return to the first page.
3. Telegraphic messages
Web
writing is more challenging than writing for print. Web messages must be shorter and more telegraphic--more like billboards than ads, brochures and newsletters--in order to compensate for the fact that many people
dislike extended on-screen reading.
This translates into shorter sentences and shorter paragraphs. In addition, subheads should appear both as links at the start of long articles, as well as within the articles,
allowing readers to quickly go directly to topics of interest. Likewise, summaries at the start of long articles can attract reader. Bulleted and numbered lists are another way to break long messages into short chunks.
4. Layout.
Although multi-column layouts are the norm for print brochures and newsletters, multi- column layouts are less successful in web sites. Readers may find it hard to
concentrate on a single column on a screen containing two or more parallel columns. Multi-column formats also require scrolling, discouraging readers who don't want to be forced to scroll from the bottom of one column
to the top of the next column.
5. Number of pages.
There is a direct relationship between the costs of printing brochures or newsletters and the number of pages printed. Each
page (or, more typically, four-page signature) increases printing and, often, mailing costs. This isn't true with web publications, however. This means that, (with the exception of Internet Service Providers who charge
by the number of pages), you can be far more flexible in your use of pages. You can include the luxury of pages containing just a few words, such as a sidebar, and you can include "mini Table of Contents"
which break up long topics into manageable bite-sized chunks or lead visitors to other topics.
6. Color.
Color is expensive in print communications. Although two-color printing doesn't
mean twice the price of one-color printing, additional colors can quickly increase printing costs. Four- color printing of photographs is especially expensive and usually requires more expensive paper. Color is
"free" on the web, however, offering you far more flexibility for adding color to text or graphics, expanding your ability to include colored graphics and orchestrate response by guiding readers and
establishing the mood and image of your web site.
7. Structured versus unstructured.
Most print communications are read in a linear, front-to-back manner. This gives
the author/designer control over the sequence with which topics are encountered. Web documents, however, are non-linear; each web visitor is likely to explore your web site in a different sequence investigating topics
in a different order depending on what attracts their interest. This places an added burden on you to create a "satisfying whole" out of parts that may be encountered in different order. It also forces you to
spend more time creating links that will attract visitors to as many pages as possible before departing.
8. Dynamic versus static.
Change is impossible once the printing press
is turned on. Information is permanent in a print document. Tough luck if you change your mind or are forced to reschedule an event or run out of specially-priced merchandise! Web documents, however, are dynamic. You
can change your web site every day or even every hour, if appropriate, to reflect your current inventory or recommendations. Restaurants, for example, can post daily luncheon specials or their weekend entertainment.
As you can see, web marketing offers more but requires more than simply posting existing ads, brochures and newsletters to your web site. Web sites have to be designed from the ground up for on-screen reading.
Test yourself
Ask yourself these questions to make sure you're taking full advantages of the differences between print and web communications:
- Are you keeping an eye on the size of web graphics, to minimize loading time?
- Have you made it as easy as possible for readers to navigate your web site and quickly locate desired information?
- Are your articles as short and telegraphic as possible?
- Have you designed your pages to minimize scrolling?
- Have you used color to establish a mood as well as help readers locate desired information?
- Do you frequently update your web site as new information becomes available, giving visitors a reason to come back?
