Poynter Institute Study
EyeTrack ’07: How do we actually read?
By: Anthony Austin
The Poynter Institute released their study about how people read newspapers and online content. The first thing they noticed was that people read what they wanted to read. Did it really take a study to figure that out? However, they were surprised at how much people actually read. Online content is the major winner with readers reading 77% of what they chose on the Internet.
Readers were given alternative story forms. Story forms like Q&A, a fact box, timeline, or a list drew a higher amount of visual attention. In print, readers look at big headlines and photos first. Online they go for navigation bars, teasers and other things that are considered directional advices. Also, readers seem to like action photos and could care less about staged photos and mugshots. They also like their photos in color and not in black and white.
With these findings, I would recommend that newspapers and online news websites concentrate on simple yet bold layouts. Stories should be shorter since most readers read in a methodical way. Headlines should be big and bold as well as photos. I think photos should show some type of action and not be so static. More colors photos should be added bigger and bolder throughout the whole newspaper not just the front page. Fact boxes and list and things of that nature should be added to major stories. It helps the reader understand what they just read and also remember it better.
Online news websites should consider improving their navigation bar. People actually like taking direction. If the navigation bar is simple and clear readers will read more content. Also, teases should be stronger and interesting so that readers continue reading stories either for the following day or within the website.
For more information about The Poynter Institute EyeTrack study, click below.
