Managing Competing Messages
With many competing messages, photographic elements and other content, it was important that the page designs successfully address these hierarchies of attention. If users are overwhelmed by too many equally weighted choices, or can’t intuitively figure out what different areas of the page do, they will get frustrated and leave. TBG structured content so that it is broken up into visually manageable portions wherever possible, and used design and layout position on the page to provide sub-conscious clues to the user, letting them know what is most important, what to look at first, and what order (roughly) to scan the rest of the page.
Good examples of this include:
- the tabbed approach to content on the homepage and throughout the site;
- use of attention grabbing photography for areas of focus, such as the homepage features, which rotate to allow EDA to display multiple messages in this high-priority area of the site; and
- integrated content features which appear as part of the various menus throughout the site.
The end result is a well-balanced site that doesn’t overwhelm the user, but still allows EDA to present all of their various messages to the user. The EDA site does a great job of establishing priority using different fonts, font sizes, and font weights.