Nancy Webb gave a presentation on persuasion through page architecture. She discussed key considerations for designing effective pages, including using white space, ensuring scannability, and establishing a visual hierarchy. She explained how visual communication differs from verbal communication and can persuade readers. Webb showed examples of using page architecture principles in various documents like proposals, flyers, and newsletters. She concluded that good page architecture can make an expert seem more credible, polished, and easy to work with, helping to shorten sales cycles and expand their client base.

1. Persuasion through
Page Architecture
TM
Nancy Webb
Bay Area Consultants Network
November 22, 2013
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2. 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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© 2013 Nancy Webb. All rights reserved

3. Page Architecture . . . ?
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© 2013 Nancy Webb. All rights reserved

4. Page Architecture . . . at Work
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© 2013 Nancy Webb. All rights reserved

5. Visual vs. Verbal Communication
The Words
■ Written words make you hear spoken words
■ Visuals communicate viscerally
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© 2013 Nancy Webb. All rights reserved

6. Visual vs. Verbal Communication
The Words
Visual consistency clarifies content
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© 2013 Nancy Webb. All rights reserved

7. Visual vs. Verbal Communication
The Page
Newspaper
Brochure
Spec Sheet
Annual Report
Textbook
White Paper
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© 2013 Nancy Webb. All rights reserved

8. Visual vs. Verbal Communication
The Page
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© 2013 Nancy Webb. All rights reserved

9. Negative/ White Space
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© 2013 Nancy Webb. All rights reserved

10. Negative/ White Space
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© 2013 Nancy Webb. All rights reserved

11. Negative/ White Space
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© 2013 Nancy Webb. All rights reserved

12. Scannability
Alignment + Scale + Weight + Color
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© 2013 Nancy Webb. All rights reserved

13. Scannability
Association
The Words
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© 2013 Nancy Webb. All rights reserved

14. Scannability
Association
The Page
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© 2013 Nancy Webb. All rights reserved

15. Visual Hierarchy
Pattern Recognition
Go from large, bold type with color to small, light weight, black text.
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© 2013 Nancy Webb. All rights reserved

16. Page Architecture at Work
Proposal
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© 2013 Nancy Webb. All rights reserved

17. Page Architecture at Work
Promotional Flyer
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© 2013 Nancy Webb. All rights reserved

18. Page Architecture at Work
Spec Sheet
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© 2013 Nancy Webb. All rights reserved

19. Page Architecture at Work
Newsletter
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© 2013 Nancy Webb. All rights reserved

20. Good Page Architecture = Persuasion
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
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© 2013 Nancy Webb. All rights reserved

21. Persuasion through Page Architecture
TM
Thank You!
510.531.3611 nancy@nancywebb.com
Bay Area Consultants Network
November 22, 2013
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