4. Appeal to laziness

• Don’t overwhelm them with too much information
  • If you try to get them to take in too much information, they may instead take in none at all. Online attention spans are short, so cut the fluff and get straight to the important stuff.
  • Use Progressive Disclosure – give them just the brief, most important info first… then they can dive deeper if they choose. Consider using clickable ‘learn more’ buttons, expandable ‘+’s, triangles, or chevrons.

• Use plenty of white space in your ads and site. This may mean a redesign, or it may simply mean adding space around forms, images, and text.

• Delineate, encapsulate …your viewers will appreciate! :b
  Boundaries, categories, tables, etc. make information easier to ingest. Also, people can handle more info if they can see it’s limits. Break up long paragraphs. Use bullet points, color, and different font sizes to emphasize what’s important, etc.
  • Below is an example that illustrates the effectiveness of encapsulation. Without the boxes and bullet points, this would not have been as readable nor as welcoming.