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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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© 2013 Nancy Webb. All rights reserved
■ Written words make you hear spoken words
Visual vs. Verbal Communication
The Words
■ Visuals communicate viscerally
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© 2013 Nancy Webb. All rights reserved
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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© 2013 Nancy Webb. All rights reserved
Visual vs. Verbal Communication
The Page
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© 2013 Nancy Webb. All rights reserved
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Negative/ White Space
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Negative/ White Space
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Negative/ White Space
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Scannability
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Alignment + Scale + Weight + Color
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Scannability
Association
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The Words
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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
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Persuasion through Page Architecture
510.531.3611 [email protected]
Thank You!
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Bay Area Consultants Network
November 22, 2013
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