Persuasion through Page Architecture

Nancy Webb

Bay Area Consultants Network

November 22, 2013 1

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© 2013 Nancy Webb. All rights reserved

Today’s Talking Points

■ Page Architecture . . . ?

■ Visual vs. Verbal Communication

■ The Pages: Three Critical Considerations

■ White / Negative Space

■ Scannability

■ Visual Hierarchy

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Page Architecture . . . ?

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Page Architecture . . . at Work

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■ Written words make you hear spoken words

Visual vs. Verbal Communication

The Words

■ Visuals communicate viscerally

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Visual vs. Verbal Communication

The Words

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Visual consistency clarifies content

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Newspaper

Visual vs. Verbal Communication

The Page

Annual Report

Spec Sheet

Textbook White Paper

Brochure

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Visual vs. Verbal Communication

The Page

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Negative/ White Space

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Negative/ White Space

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Negative/ White Space

© 2013 Nancy Webb. All rights reserved

Scannability

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Alignment + Scale + Weight + Color

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Scannability

Association

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The Words

© 2013 Nancy Webb. All rights reserved

Scannability

Association

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The Page

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Go from large, bold type with color to small, light weight, black text.

Pattern Recognition

Visual Hierarchy

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Proposal

Page Architecture at Work

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Promotional Flyer

Page Architecture at Work

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Page Architecture at Work Spec Sheet

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Page Architecture at Work Newsletter

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Transferrable Characteristics ■ Credible expert

■ Polished and professional

■ Well organized

■ Accessible and forthcoming

■ Easy to work with

Enable You To ■ Shorten your sales cycle

■ Expand your client/customer base

■ Raise your rates

Good Page Architecture = Persuasion

Persuasion through Page Architecture

510.531.3611 nancy@nancywebb.com

Thank You!

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Bay Area Consultants Network

November 22, 2013

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