Word: text
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...technology conspired to inflate us. Modesty's power was mystery, its flirty allure, its clandestine strength, what lies hidden and unknown and requires patient excavation or intimacy hard-earned. We are not billboards; we are secrets and codes, except that the modern age of constant communication, each tweet and text, makes secrecy all but impossible and intimacy indiscriminate...
...think you're more likely to look at an online ad if it contains 1) a picture, 2) an animation or 3) just text? The answer: just text. Surprised? Well, consider the man who was checking his e-mail when he came across a dating-service ad featuring a picture of a bikini-clad woman. He looked at the woman's face and chest once - and then at the surrounding text five times. (See pictures of expensive things that money...
...headline result: simpler is better (not to mention probably cheaper to produce). Participants in the study looked at 52% of ads that contained only text, 52% of ads that had images and text separately and 51% of sponsored links on search-engine pages. Ads that got a lot less attention included those that imposed text on top of images (people looked at just 35% of those) and ones that included animation (it might seem movement is attention-grabbing, but only 29% of these ads garnered a look...
...Then there was the result that most surprised the researchers: text-only ads received the most looks. Part of that might be our accidentally thinking text-only ads are part of the information we're looking for. But as Nielsen explains it, the nature of the Web itself might be coming into play as well. Unlike television, which is a passive medium, the Web is all about taking action - searching, clicking, registering, buying, downloading. It might be the case that as we're out there on the Internet, what we're attracted to is content that gets us to where...
...That's one possible reason the man presented with the dating-service ad quickly moved past the woman's body and fixated on the text surrounding it. "Even in a case like that, the real information is still the strongest point," says Nielsen. Odd as it may sound, the way to grab people's attention online might be to simply level with them...