Tips

On Brevity

Scan On!

Background:

Usability was improved by a good deal in the objective language version (27% better).

Our conjecture to explain this finding is that the promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyberbole to get at the facts. —Nielsen, 1997b.

Original Paragraph from Morkes & Nielsen:

Paragraph revised for objectivity:

—Albert Einstein

Challenge: Rewrite omitting subjective, exaggerated, or boastful language.

Since its brilliant beginning at a top-rated international laboratory, the World Wide Web, or the graphical and interactive side of the vast and complicated network of networks, known as the Internet, has swept the computing world like a tidal wave. The Web attracts end users because it offers such intuitive technologies as searching, hypertext navigation, and instantaneous connection with information in almost every country in the world. As a developer, you need a programming environment in which you can make easy-to-use Web pages that attract millions of end users.

See: Morkes & Nielsen (1997), Nielsen (1997b)

(August 1, 1998)

Other tips on brevity.

• Cut any paper-based text by 50%. (July 1, 1998)
• Make each paragraph short. (July 15, 1998)

• Move vital but tangential or supplemental material. (August 15, 1998)
• Convert repeating categories of information into tables. September 1, 1998)
• Beware of cutting so far that you make the text ambiguous. (September 15, 1998)