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Imagine that you’ve never seen an iPad, but I’ve just handed one to you and told you that you can read books on it. Before you turn on the iPad, before you use it, you have a model in your head of what reading a book on the iPad will be like. You have assumptions about
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1. Headlines The headline is an obvious starting point for the subject of communicating with visitors and readers. Headlines should tell readers what they’ll find on the page or the article if they continue, and they should be drawn in to the content as a result of the headline. Regardless of whether the website is a
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by Susan Weinschenk: You may have heard this story about an elephant: A king brings six men into a dark building. They cannot see anything. The king says to them, “I have bought this animal from the wild lands to the East. It is called an elephant.” “What is an elephant?” the men ask. The king
