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Great article! These tips (some with minor modification) are useful for all types of design (and communication), even though they're tailored here specifically to web design.
I particularly agree with item 4. Too often you see people who offer services to the general public, but use such lofty language or so much jargon that it's off-putting. In terms of lofty language, even if I understand what they're saying, I often leave those sites quickly in search of a more "real" sounding place to spend my money. Then there's jargon or business-speak overload, which, most of the time, ends up leaving potential customers wondering, "What does this place even do?"I would change this sentence, though: " A reader who doubts themselves is unlikely to take action." Personally, I'm not a fan of the "singular they," but even putting that aside, this sentence is very awkward to read. Maybe simply making the whole thing plural, as in " Readers who doubt themselves are unlikely to take action." would work for you if you're concerned about not using gender-specific language. I may be the only female who feels this way, but, I really don't mind when authors write "he" meaning "he, she, whatever".... I get it. They're not being sexist, it just flows better. Some of my favorite male authors (David Foster Wallace, for example) use "she" where one might use "he," which can also be effective.... keeping the flow, not sounding sexist, etc.
4 months ago on 6 Web Design Tips Based on Brain Science