People seldom read the web. Studies have found that people skim. Visitors to your website are experts at scoping out a web page.
Their eyes dart from one corner to another looking for words and high-contrast imagery to determine if they’re in the right place.
They look for what user experience researcher Jared Spool calls “the scent of information.”
To aid their hunt, it’s good to create bullet points and icons of key messages on your web page.
In this chapter, we look at how to craft lists and incorporate icons for both web and mobile delivery.