It’s well established that Web users skim, rather than read, content online, so a site’s design needs to direct users’ eyes to the most important content. “People are extremely good at screening out things and focusing in on a small number of salient page elements,” usability expert Jakob Nielsen said in a 2006 eye-tracking study his company released.
The Obama home page relies primarily on color to highlight the featured content. Mendell cites the subtle gradient from dark blue to a lighter blue around the top border of each page, which creates a visual effect of pushing the most important content forward. Limiting the accent color to one — a bright red — allows the Donate button to really jump out.
The layout of the home page also helps guide those eyeballs. Divided into a grid, with the left column taking up two-thirds of the page and the right column taking up one-third, the structure reflects how users will actually use the site. Says Mendell, “The left-hand side is about content consumption, and the right-hand side allows user participation.”
For more tactics managers can steal, read Marketing Secrets of Campaign '08.
referensi:bnet.com
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