Designing for Distributed Content

March 1, 2008 By David Burn Leave a Comment

Avenue A | Razorfish suggests we “treat every page like a home page.”

Every page is now a home page, each of which will have a wider reach, a lasting shelf life, and the ability to attract a new audience like never before. To capitalize on this, ensure that every page has a strong, clear global navigation scheme and related content that is visibly promoted. And don’t forget to make sure that display advertising gets prominent, above-the-fold, home-page-like treatment (300×250 rectangles and 728×90 leaderboards). Remember, every page can be accessed in any conceivable manner and in any conceivable order. You can’t design properties to control user flow anymore.

Filed Under: Design

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.